Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market
Language: English
Published by WILEY, 2001
- Softcover
- Used
Seller: Greenworld Books, arlington, TX, U.S.A.Greenworld Books
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- Title
- Branding in Asia: The Creation, Development, and Management of Asian Brands for the Global Market
- Author
- Temporal, Paul
- Publisher
- WILEY
- Publication year
- 2001
- Condition
- very_good
- Binding
- Soft cover
- Language
- English
- ISBN 10
- 0471479101
- ISBN 13
- 9780471479109
"Synopsis" may belong to another edition of this title.
Review
While Asian businessmen cannot be held responsible for their country's exchange rates and foreign debt problems, Paul Temporal, author of Branding in Asia argues that the way they ran their enterprises didn't help them when the going got tough. "To a certain extent, poor management is to blame. Many Asian companies have been diagnosed to be suffering from strategic myopia as some settle for complacency and short-term gains", he writes.
Temporal, author of the best selling Corporate Charisma is considered, by his publishers at least, to be Asia's leading expert on brand creation. His solution to the Asian problem is that its businesses should start thinking very urgently not just about copying technology and products and keeping costs down, but about adding value. In other words they need to be creating brands if they want to become players in the global economy in their own right rather than caddies and gofers for western and Japanese corporations.
Branding in Asia is really a primer in branding and marketing from the Asian perspective. Sections on "understanding brands", "how brands are built" and "brand management" explain the fundamentals in a lucid and easily digestible way, while a particular Asian flavour is imparted by the use of 20 case studies of mostly Asian origin. Much of what Temporal writes would be old hat to most western businessmen although it may provide an eloquent refresher in just why brands are so important today. However as an introduction to brands and why Asian manufacturers need them, it does a worthy job. --Alex Benady
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Greenworld Books
arlington, TX, U.S.A.
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