AuthorTemporal, Paul
TitleAsia's star brands / Paul Temporal
Imprint Singapore : John Wiley & Sons (Asia), 2006
Descript xvi, 301 p. : ill

CONTENT

Brand as corporate strategy -- First mover advantage -- Brand renewal -- Brand naming and identity -- Challenger brands -- Brand positioning -- Emotional branding -- Service brands -- Branding a commodity -- Caring conglomerates: giant brands with kind hearts -- Strategic alliances, partnerships, mergers, and acquisitions -- Destination brands -- Brand management -- Holistic branding : total organizational change


Brand name products -- Asia Brand name products -- Asia -- Case studies

LOCATIONCALL#STATUS
Sasin Library658.827095 T288A 2006CHECK SHELVES
Chula Business School Library658.827095 T288A 2006CHECK SHELVES