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Asian Brand Strategy (Revised and Updated)


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Table of Contents

Introduction 1. Branding - The Driver of a Successful Business Strategy 2. Transforming How We Understand Asian Cultures and Consumers 3. Asian Country Branding 4. Celebrity Branding in Asia 5. Asian Brand Strategy 6. The Digital Revolution and How It Reshapes Asian Brands Path to Global 7. Successful Asian Brand Cases 8. Aspiring Asian Brand Cases 9. 10 Steps to Build a Successful Asian and Emerging Market Brand 10. Asian Brands Towards 2020: A New Confidence in the Asian Boardroom Conclusion

About the Author

Martin Roll provides global business, strategy and brand marketing consulting empowering global clients to build sustainable, high-performing businesses. He provides world-class advisory, strategic guidance and insights to global clients. Martin Roll seeks to empower clients to succeed through better business performance and to become enduring, leading enterprises.
Martin Roll brings more than 25 years of management experience as a senior advisor to corporate boards and executive management teams. He travels extensively to speak at top-level conferences every year, and he is a frequent guest lecturer at INSEAD, Nanyang Business School, and CEIBS amongst others. Martin Roll is a business columnist for INSEAD Knowledge and several global media. He holds an MBA from INSEAD.


'Building successful global brands is and will be critical for the rapidly increasing number of Asian champions on the global stage. Martin Roll provides a compelling and practical roadmap on how to do this based on his extensive experience advising Asian corporations.'

-Dominic Barton, Global Managing Director, McKinsey & Company

Building brands have become a C-suite topic in Asia as Asian firms seek to globalize. Martin Roll provides a compelling framework, clear guidelines and multiple insights into successfully brand marketing. A must read for anyone interested in the rise of Asia from the leading expert.

-David Aaker, Vice-Chairman of Prophet, author of Aaker on Branding

'Martin Roll's Asian Brand Strategy provides superb motivation and substance into Asian brands and branding. It offers invaluable inspiration and guidance into one of the hottest areas of marketing.'

-Kevin Lane Keller, Professor of Marketing, Tuck School of Business

"Branding is the hottest topic in marketing! Martin Roll describes all the key opportunities and challenges that Asian firms need to further challenge their Western competitors. As the leading expert on Asian brands, Martin Roll brings a unique knowledge and experience that make his book a must read for all global marketers!'

-Dominique Turpin, President of IMD Business School

'An insightful look into branding as a strategic tool for Asian companies Asian Brand Strategy by Martin Roll is a brilliant, incisive read. A treasure of ideas and case studies, this compelling new book discusses the challenges Asian corporations face to stay relevant in today's dynamic, global market.'

-N. R. Narayana Murthy, Founder, Infosys

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