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Asia's Star Brands offers a unique insight into the world of branding in Asia. Whilst Asia continues to thrive, its companies have often lagged behind in the global branding scene. But times are changing, and this book highlights how Asian organizations are responding to the challenge through the study of more than 30 cases throughout the region. Among the case studies featured are:

Samsung

Nissan

Tiger Beer

OSIM

Infosys

Raffles International

In a fascinating and in-depth look at a broad spectrum of branding strategies and activities across many industries, this book offers a plethora of ideas and opinions on what it takes to develop a great brand.

If you are a

chairman or board member

chief brand officer

chief executive

marketing director

brand or marketing manager

communications specialist

management consultant or business advisor

financial controller

business student

owner-manager

entrepreneur

You must read this book: Learn from others and change your mindset.

Dr Paul Temporal is Asia's leading global expert on brand creation, development and management with over 25 years of experience in consulting and training and is well known for his practical and results-oriented approach. He has consulted for many of the top corporations and governments in Asia and across the world, has lectured for leading business schools, and is a Visiting Professor in Marketing at Shanghai Jiao Tong University, China.

Dr Temporal has also published many best selling books including Branding in Asia and Advanced Brand Management.

He is group managing director at Temporal Brand Consulting, and can be contacted at www.temporalbrand.com.

Acknowledgments

Introduction

1.BrandasCorporateStrategy

OSIM INTERNATIONAL LTD:The Brand Marketing Mabine

2.FirstMoverAdvantage

RED BULL:From Zero th Hero

AIRASIA:Now Everyone Can Fly

3.BrandRenewal

THE NISSAN STORY:From Rags to Riches in Five Years

SAMSUNG:Strategy and Speed in the Digital World

4.BrandNamingandIdentity

LG ELECTRONICS(LG):“Lifes Good”

BENQ：Who?

5.ChallengerBrands

HAIER:Haier Takes the Fight from East to West

EMIRTES:Definitely a Higb-flier

6.BrandPositioning

TIGER BEER:“Roaring Loud”

TIGER BALM:“Works Wbenever it Hurts”

7.EmotionalBranding

BANYAN TREE GROUP:the Stage is Set for Romance

JIM THOMPSON:FRom Autbentic Silk to Fasbion Icom?

8.ServiceBrands

BUMRUNGRAD HOSPITAL:THe Branded“Hospitel”

INFOSYS TECHNOLOGIES LIMITED:“Higb on Values higb on Growtb”

9.BrandingaCommodity

BREADTALK:Branding a Commodity

ADVANCE AGRO PUBLIC COMPANY LLMITED:THE POUWER OF tWO:Double A

10.CaringConglomerates:GiantBrandswithKindHearts

SIAM CEMENT(JAIDEE):Branding Conglomerates

TATA:Improving the Quality of Life

11.StrategicAlliances,Partnerships,Mergers,andAcquisitions

LENOVO:Names and Logos are Necessary But Not Enougb

SHANGHAI AUTOMOTIVE INDUSTRY CORPORATION (SAIC):Brand Development througb Strategic Partnersbips and Acqusiitions

HUAWEI TECHNOLOGIES:“Partner for a Networked WOrld”

PHATRA SECURITIES:A Winning Alliance with MerrillLynch

12.DestinationBrands

SHANGHAI:China s Cbeerleader

DUBAI:The Jewelin the Desert

13.BrandManagement

WIPRO:Repositioning and Managing the Brand across Different Businesses

PETRONAS:Malaysia s Global Brand Amabassador

RAFFLES INTERNATIONAL LIMITED:The Lifestyle Creator

14.HolisticBranding:TotalOrganizationalChange

OPUS INTERNATIOJNAL GROUP PLC:Wbere Branding Means Commitment and Total Cbange

PENSONIC HOLDINGS BHD:Building a Regional Brand Holistically

15.Conclusions

Index

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书籍介绍

ASIA'S STAR BRANDS

Asian brands have come of age, and no longer can be seen as "also rans" to their Western competitors. The problem is, very little has been know about them. Paul Temporal's book fills this gap, with a series of practical 'brand biographies' which chart both the growing pains and the growth potential of the new contenders from the East. It's vital reading for anyone committed to doing business in Asia. - Miles Young, Chairman, Ogilvy & Mather, Asia Pacific

China and Japan, as well as India and the Emirates, suggest remarkable achievements by local companies in the field of branding and brands. Such a revolution shall impact not only the regional markets but also the world economy and non-Asian firms. Paul Temporal's book provides spectacular business cases and broader key lessons. it should become a major reference for any practitioner and scholar, whether Asian or not. I rank it in my short list of relevant texts about competition and success in the coming years. - Professor Jean-Claude Thoenig, INSEAD

A well-managed brand is the lifeline of any successful company. this helpful book explains how Asian companies have built their brands to create sustainable competitive advantage. Using up-to-date Asian case studies, it will help readers have a better understanding of the creation, management and evolution of brands. - Professor John Quelch, Harvard Business School

It is often said that the 21st Century is Asia's. It is very encouraging to see many Asian brands succeeding, as wonderfully showcased by Paul Temporal, both regionally and globally. Branding is investment for the future.