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Asian Brand Strategy

In: Asian Brand Strategy

Author

Listed:
  • Martin Roll

Abstract

It takes time to build brands and the successful path can take many avenues depending on the product, service, category, market, the company heritage and many other factors. At one end of the brand building spectrum is the physical product and service with its tangible descriptors, and at the other end the intangible descriptors, with associations and perceptions linked to the values and personalities of the brand in the minds of consumers. Where does the boardroom start the process, and what is the right direction? There is no single answer to this. Most companies started with products and services, and slowly they migrated into brands over time, as more and more associations were attached to the original products and their names.

Suggested Citation

  • Martin Roll, 2006. "Asian Brand Strategy," Palgrave Macmillan Books, in: Asian Brand Strategy, chapter 0, pages 96-128, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51306-8_6
    DOI: 10.1057/9780230513068_6
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    Cited by:

    1. Nastiti, Tyas Ajeng & Alfina, Alfina & Sisprasojo, Nova Ridho, 2018. "Dynamic Website of Gresik City'S Halal Life Style as the Implementation of Online Branding in a Smart City," 22nd ITS Biennial Conference, Seoul 2018. Beyond the boundaries: Challenges for business, policy and society 190418, International Telecommunications Society (ITS).
    2. You Kyung Lee, 2017. "A Comparative Study of Green Purchase Intention between Korean and Chinese Consumers: The Moderating Role of Collectivism," Sustainability, MDPI, vol. 9(10), pages 1-17, October.
    3. Suthasini Bureekhampun & Chanida Maneepun, 2021. "Eco-Friendly and Community Sustainable Textile Fabric Dyeing Methods From Thai Buffalo Manure: From Pasture to Fashion Designer," SAGE Open, , vol. 11(4), pages 21582440211, November.

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