亚洲的星级商标/ASIA'S STAR BRANDS

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作者：Paul Temporal 著

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ISBN：9780470821565

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简介

简介

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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