CONTENTS List of figures vii List of tables viii List of illustrations ix About the author xi Foreword xiii Preface xvi 1 INTRODUCTION 1 Lack of value creation 2 The eroding low-cost advantage 3 Less than 10 global brands originating from Asia 4 Reasons for the lack of strong Asian brands 5 A new paradigm for the Asian boardroom 9 The scope of the book 11 Notes 12 2 BRANDING – THE DRIVER OF A SUCCESSFUL BUSINESS STRATEGY 13 Perceived risk 16 Branding drives shareholder value 16 Brands and market capitalization 18 Brands’ contribution to stock market performance 19 Growing significance of intangible assets 20 The need for brand-driven organizations in Asia 21 Boardroom mindset and beliefs 23 Skill sets 25 Resources 27 Notes 29 3 TRANSFORMING HOW WE UNDERSTAND ASIAN CULTURES AND CONSUMERS 31 Introduction 31 From a homogeneous region to a mosaic of cultures 32 From exotic Asia to modern urban Asia 33 From separate countries to connected ones 35 From American images to prominence of Asian images and music 39 Opportunities in subcultures 41 Transforming how we view Asian consumer psychology 46 The importance of in-groups in Asian cultures 48 Being different like everybody else 50 Conclusion 52 Notes 53 4 ASIAN COUNTRY BRANDING 56 Export branding 57 Generic country branding 60 Future opportunities 67 Conclusion 71 Notes 71 5 CELEBRITY BRANDING IN ASIA 74 Endorsements 77 Celebrity endorsers in Asia 82 Celebrity endorsement models 85 Challenges in celebrity branding 88 Celebrities in India 91 Conclusion 92 Notes 94 6 ASIAN BRAND STRATEGY 96 Aligning the brand 96 Brand management model 97 Brand audit 99 Brand identity 101 Brand strategy 103 Brand implementation 112 Brand equity 117 Brand valuation 124 Conclusion 127 Notes 127 7 SUCCESSFUL ASIAN BRAND CASES 129 Branding is the face of a strong business strategy 129 CASE 1 Singapore Airlines 130 Background 131 Brand philosophy 131 Brand communication 135 Brand strategy 135 Future challenges 137 CASE 2 Amanresorts 138 Background 139 Brand philosophy 140 Brand communication 144 Future challenges 145 CASE 3 Shiseido 145 Background 146 Brand philosophy 147 Brand strategy 149 Future challenges 150 CASE 4 Samsung 151 Chiến lược thương hiệu châu Á - Cách xây dựng thương hiệu
