Asian Brand Strategy: How Asia Builds Strong Brands (Hardcover)

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Branding in Asia: The Creation, Development and Management of Asian Brands for the Global Market by Paul Temporal £14.44

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Review
"Martin Roll's "Asian Brand Strategy" provides superb motivation and substance into Asian brands and branding. It offers invaluable inspiration and guidance into one of the hottest areas of marketing."--Kevin Lane Keller, Professor of Marketing, Tuck School of Business
"Branding has become a hot topic for Asian companies which are no longer able to compete purely as contract manufacturers and now need to directly own the end consumer. As shelf space in bookstores get filled with myriad books on branding as the next best thing, Martin Roll's book Asian Brand Strategy stands out above the pack. It has the serious theoretical framework which underpins any real understanding of the role of branding in business. And it has the practical pointers which make it useful for anyone wanting to implement a brand strategy.
Roll's five major messages -- that branding can enhance shareholder value; that it must be led by the top person in a company; that it is not simply slick advertising and PR but a holistic integration of many business functions; that Asian companies must embrace branding to move up the value chain, and that branding strategies can be measured through metrics -- resonate strongly within my own company and have been the key factors for Banyan Tree's own success in branding."Growing presence of Asian companies in Western markets, high profile cross border M&A, and the spreading of Asian cultural and social trends have highlighted the potentialimpact of Asian brands in the global markets. But brand building has historically not been a high priority for many Asian companies. Martin Roll makes a compelling argument for branding to be one of the top issues for Asian CEOs to enhance shareholder value. He provides a thoughtful set of approaches, and illustrates these nicely with interesting cases from the region."
"--"Minsok Pak, Principal, McKinsey & Co.
"An insightful look into branding as a strategic tool for Asian companies - Asian Brand Strategy by Martin Roll is a brilliant, incisive read. A treasure of ideas and case studies, this compelling new book discusses the challenges Asian corporations face to stay relevant in today's dynamic, global market."--N.R. Narayana Murthy, Chairman and Chief Mentor, Infosys Technologies Ltd.
"A must read for all business leaders interested in Asia, "Asian Brand
Strategy" elevates branding to the next level into the boardroom"--Torben Ballegaard Sorensen, CEO, Bang & Olufsen
"Martin Roll has provided a much-anticipated primer on how Asian companies approach the discipline of branding. With the focus of the world economy gravitating inexorably to the Asia Pacific region, Asian Brand Strategy provides timely insight into the key players of today and the global competitors of tomorrow."--Alan Lammin, Publishing Director, Asia," Time"

Alan Lammin, Publishing Director, Asia, TIME
"Asian Brand Strategy provides timely insight into the key players of today and the global competitors of tomorrow".

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4 Reviews 5 star:  (3) 4 star:  (1) 3 star:    (0) 2 star:    (0) 1 star:    (0)           Average Customer Review 4.8 out of 5 stars (4 customer reviews)		Share your thoughts with other customers: Create your own review
Most Helpful Customer Reviews   4.0 out of 5 stars Unusual insight into Asian brands, 19 May 2009 By  Rolf Dobelli "getAbstract.com" (Switzerland) - See all my reviews (TOP 50 REVIEWER)    (REAL NAME)    Martin Roll has written a very informative book, in fact, nearly two books: one that covers foundational knowledge on branding and one that reports on branding in Asia. Amid the explanation of branding basics, Roll depicts how emerging Asian corporations are finally seeing branding as more than a name and a logo, and, thus, are making it a central part of their strategies. He predicts that the next, new generation of Asian corporate brand leaders will also become the next, new generation of global powerhouses. Roll deftly explains what makes branding work, and he shares his first-hand experiences working with major Asian corporations, he just doesn't always pull the two together. Roll also tends to treat developed Asian nations, such as Japan and South Korea, and emerging economies, such as China and India, as if they are uniform. That aside, getAbstract applauds Roll's informed take on Asian marketing strategy, and recommends this solid book on brand building and its global uses. Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)   5.0 out of 5 stars Clear, sophisticated and relevant, 4 April 2006 By  Andre Tegner - See all my reviews (REAL NAME)    Working in the branding world myself as a Sponsorship Consultant the book Asian Brand Strategy clearly fills an important gap in the literature about branding. With Asia being the hot topic in business today Martin Roll manages to communicate a superb insight into the decision making levels and challanges of Asian companies. The book stands out through its clarity in which a sophisticated brand framework is brought to life. The great mix of theoretical and academic work combined with case studies and applied examples make this book stand out. It is the combination of the writing approach of this book and its Asian insight which makes it one of the most relevant business books I have read for a long time. Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this)   5.0 out of 5 stars Insightful Assessment of Asian Strategy, 1 April 2006 By A Customer This book is a definite must read for Asian Management. Martin Roll's Book on Asian Brand Strategy draws very relevant parallels between the Western approach to corporate management and marketing and that in Asian companies. Martin analyzes why Asian companies, which often have larger asset bases and investments in manufacturing than their Western counterparts often are not able to capture the same brand value. Case studies on Banyan Tree Resorts and Singapore Airlines give great anedotes for models that work in Asia. As an American working for a major conglomerate in Asia, I was literally moved by the depth of his understanding related to the differences in management and approach to marketing. Great reference and book to have!! Comment Comment | Permalink | Was this review helpful to you? Yes No (Report this) Share your thoughts with other customers: Create your own review › See all 4 customer reviews...		Ad feedback   Most Recent Customer Reviews 5.0 out of 5 stars Interested, well-written and useful!!! Asian Brand Strategy in a great book for both Western businessmen, interested in the Asian markets, and Asian Business leaders, who seeks to build brand equity. Read more Published on 28 April 2006 by Lindquist Search Customer Reviews Only search this product's reviews › See all 4 customer reviews...

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