This book is, in its own way, a celebration of Asian branding.
For decades now, Asian companies and institutions have legged behind their Western counterparts in the creation, development, and management of their brands. The main reasons for this fact, from a corporate standpoint, have been to do with the pursuit of short-term profits at the expense of investment in brand over the longer term. This has been supported by the skepticism of many boards of directors as to the return on brand investment--brand rewards being somewhat difficult to quantify--coupled with a mistaken view that brand building is largely accomplished by advertising, promotion, and logo design. Thankfully, these long-held views of top managers are now changing.
1. Brand as Corporate Strategy
2. First Mover Advantage
3. Brand Renewal
4. Brand Naming and Identity
5. Challenger Brands
6. Brand Positioning
7. Emotional Branding
8. Service Brands
9. Branding a Commodity'
10. Caring Conglomerates: Giant Brands with Kind Hearts
11. Strategic Alliances, Partnerships, Mergers, and Acquisitions
12. Destination Brands
13. Brand Management
14. Holistic Branding: Total Organizational Change
15. Conclusions