基本信息出版社：John Wiley & Sons
页码：250 页
出版日期：2006年01月
ISBN：0470821566
条形码：9780470821565
版本：2006-01-01
装帧：平装
开本：20开 Pages Per Sheet
外文书名：亚洲的星级商标
内容简介 在线阅读本书
Book Description
ASIA'S STAR BRANDS
Asian brands have come of age, and no longer can be seen as "also rans" to their Western competitors. The problem is, very little has been know about them. Paul Temporal's book fills this gap, with a series of practical 'brand biographies' which chart both the growing pains and the growth potential of the new contenders from the East. It's vital reading for anyone committed to doing business in Asia. - Miles Young, Chairman, Ogilvy & Mather, Asia Pacific
China and Japan, as well as India and the Emirates, suggest remarkable achievements by local companies in the field of branding and brands. Such a revolution shall impact not only the regional markets but also the world economy and non-Asian firms. Paul Temporal's book provides spectacular business cases and broader key lessons. it should become a major reference for any practitioner and scholar, whether Asian or not. I rank it in my short list of relevant texts about competition and success in the coming years. - Professor Jean-Claude Thoenig, INSEAD
A well-managed brand is the lifeline of any successful company. this helpful book explains how Asian companies have built their brands to create sustainable competitive advantage. Using up-to-date Asian case studies, it will help readers have a better understanding of the creation, management and evolution of brands. - Professor John Quelch, Harvard Business School
It is often said that the 21st Century is Asia's. It is very encouraging to see many Asian brands succeeding, as wonderfully showcased by Paul Temporal, both regionally and globally. Branding is investment for the future.
From the Inside Flap
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.
Book Dimension
length: (cm)19.7 width:(cm)12.8
作者简介 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
专业书评 ASIA'S STAR BRANDS
Asian brands have come of age, and no longer can be seen as "also rans" to their Western competitors. The problem is, very little has been know about them. Paul Temporal's book fills this gap, with a series of practical 'brand biographies' which chart both the growing pains and the growth potential of the new contenders from the  East. It's vital reading for anyone committed to doing business in Asia. - Miles Young, Chairman, Ogilvy & Mather, Asia Pacific
China and Japan, as well as India and the Emirates, suggest remarkable achievements by local companies in the field of branding and brands. Such a revolution shall impact not only the regional markets but also the world economy and non-Asian firms. Paul Temporal's book provides spectacular business cases and broader key lessons. it should become a major reference for any practitioner and scholar, whether Asian or not. I rank it in my short list of relevant texts about competition and success in the coming years. - Professor Jean-Claude Thoenig, INSEAD
A well-managed brand is the lifeline of any successful company. this helpful book explains how Asian companies have built their brands to create sustainable competitive advantage. Using up-to-date Asian case studies, it will  help readers have a better understanding of the creation, management and evolution of brands. - Professor John Quelch, Harvard Business School
It is often said that the 21st Century is Asia's. It is very encouraging to see many Asian brands succeeding, as wonderfully showcased by Paul Temporal, both regionally and globally. Branding is investment for the future.
目录
1 Brand as corporate strategy 1
2 First mover advantage 9
3 Brand renewal 31
4 Brand naming and identity 51
5 Challenger brands 81
6 Brand positioning 97
……