The brutal truth about Asian branding and how to break the vicious cycle / Joseph Baladi.

Format:

Book

Author/Creator:

Baladi, Joseph.

Language:

English

Subjects (All):

Brand name products--Asia.

Brand name products.

Branding (Marketing)--Asia.

Branding (Marketing).

Physical Description:

1 online resource (290 p.)

Edition:

1st ed.

Place of Publication:

Singapore : Wiley, 2011.

Language Note:

English

Summary:

This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted ""how-to"" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the ""why"" rather than just ""how"" of branding. The reference to brutal truth as the truth which will set us free-to examine ourselves without self-illusions-is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, commit

Contents:

Cover; Contents; Title; Copyright; Dedication; Introduction; Chapter 1 : A Time of Profound Change; Chapter 2 : Five Reasons Why There are Very Few Great Asian Brands; Chapter 3 : Redefining Brand, Branding, and Advertising; Chapter 4 : Pre-Branding; Chapter 5 : Brand Strategy; Chapter 6 : Methodology instead of Mythology; Chapter 7 : Brand into Action: Delivering against Your Promise; Chapter 8 : Conclusion; Index

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

ISBN:

9786613175076

9780470826508

0470826509

9781283175074

128317507X

9780470826492

0470826495

OCLC:

742333116