Can I read Building Brands in Asia : From the Inside Out on EtoBox?

Building Brands in Asia : From the Inside Out by Tim Andrews and Wilson Chew is a nonfiction available to read on EtoBox.

What is Building Brands in Asia : From the Inside Out about?

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty. Focusing on the creation, development and management of brands in the world's most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the challenge multinational corporations face in balancing brand consistency with local effectiveness. In the second part, attention shifts to Asian company brands, where the focus on branding has been relatively muted until now. Through a variety of sector and country contexts – from facilities management to football clubs, places to pop bands, home appliances to home weaving - we narrate simply and clearly the value, meaning, auditing, aligning, extending and architecture of brands from the likes of Haier, Ah Yee Taung, Axis Bank, OCS, Caltex, Manchester United and Thai Airways in markets as diverse as Japan, Laos

Who reads Building Brands in Asia : From the Inside Out?

Author

Tim Andrews and Wilson Chew

Publisher

Routledge, Taylor & Francis Group

Published

2017

Language

EN

ISBN

9781351756822

Category

nonfiction

Subjects

Business, Management, Marketing

Updated

2026-03-24