Read an Excerpt
From the foreword to Asian Brand Strategy:
"Successful brands are managed by the top and implemented by the entire organisation through multiple actions, behaviours and customer touch points. There have been few publications in the past elaborating the strategic aspects of branding in Asia. Martin Roll has succeeded in tackling the many challenges illustrated head-on. He has also included many critical factors in the Asian environment like culture and corporate structure in the examination and application of branding. Asian Brand Strategy demonstrates how successful brands are helping top-tier Asian companies to penetrate the global stage and how some of the aspiring Asian companies are beginning to make their mark against larger Western players. These brands share the same common denominator--a strong commitment by their boardrooms and senior management teams to branding.
Asian Brand Strategy provides insights, tools and applicable step-by-step guides that demystify the process and deliverables of brand development and management. It demonstrates clearly why boardrooms and management teams in Asia must begin to improve the competitiveness of their companies through branding. Martin Roll provides a very compelling framework and the winning formula for this process. Asian Brand Strategy is the solid proof that there is no longer any excuse for not building strong Asian brands and delivering better shareholder value across the region."
Prof Dr Hellmut Schütte,
Dean of Asia Campus
INSEAD
