Branding in Asia : the creation, development, and management of Asian brands for the global market / Paul Temporal
Imprint
Singapore : John Wiley. 2001
Edition
Revised ed
Descript
ix, 291 p. ; 23 cm
CONTENT
Understanding Brands -- How Brands are Built -- Understanding Markets -- Creating a Powerful Brand Position -- Brand Management -- Measuring Brand Success -- Developing International Asian Brands - Problems and Opportunities -- Strategic Communications for Brand Building -- International Brand Acceptance in Asia -- Online and offline brand strategy