Asia's star br[a]nds:
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Singapore
Wiley
2006
|
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XVI, 301 S. |
| ISBN: | 9780470821565 0470821566 |
Internformat
MARC
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-019989610 | ||
Datensatz im Suchindex
| _version_ | 1804142445682753536 |
|---|---|
| adam_text | Contents
Acknowledgments ix
Introduction xi
1. Brand as Corporate Strategy 1
OSIM INTERNATIONAL LTD.: The Brand
Marketing Machine 2
2. First Mover Advantage 9
RED BULL: From Zero to Hero 10
AIRASIA: Now Everyone Can Fly 17
3. Brand Renewal 31
THE NISSAN STORY: From Rags to Riches
in Five Years 32
SAMSUNG: Strategy and Speed in the Digital World 42
4. Brand Naming and Identity 51
LG ELECTRONICS (LG): Life s Good 52
BENQ: Who? 67
5. Challenger Brands 81
HAIER: Haier Takes the Fight from East to West 82
EMIRATES: Definitely a High-flier 89
6. Brand Positioning 97
TIGER BEER: Roaring Loud 109
TIGER BALM: Works Whenever it Hurts 115
7. Emotional Branding 125
BANYAN TREE GROUP: The Stage is Set for Romance 126
JIM THOMPSON: From Authentic Silk to Fashion Icon? 134
8. Service Brands 141
BUMRUNGRAD HOSPITAL: The Branded Hospitel 144
INFOSYS TECHNOLOGIES LIMITED: High on
Values, High on Growth 150
viii Contents
9. Branding a Commodity 155
BREADTALK: Branding a Commodity 157
ADVANCE AGRO PUBLIC COMPANY LIMITED:
The Power of Two: Double A 162
10. Caring Conglomerates: Giant Brands with Kind Hearts 171
SIAM CEMENT ( JAIDEE ): Branding Conglomerates 172
TATA: Improving the Quality of Life 180
11. Strategic Alliances, Partnerships, Mergers,
and Acquisitions 18
LENOVO: Names and Logos are Necessary, But
not Enough 188
SHANGHAI AUTOMOTIVE INDUSTRY
CORPORATION (SAIC): Brand Development
through Strategic Partnerships and Acquisitions 198
HUAWEI TECHNOLOGIES: Partner for a
Networked World 203
PHATRA SECURITIES: A Winning Alliance
with Merrill Lynch 207
12. Destination Brands 215
SHANGHAI: China s Cheerleader 218
DUBAI: The Jewel in the Desert 224
13. Brand Management 235
WIPRO: Repositioning and Managing the Brand
across Different Businesses 239
PETRONAS: Malaysia s Global Brand Ambassador 244
RAFFLES INTERNATIONAL LIMITED:
The Lifestyle Creator 253
14. Holistic Branding: Total Organizational Change 263
OPUS INTERNATIONAL GROUP PLC: Where
Branding Means Commitment and Total Change 265
PENSONIC HOLDINGS BHD: Building a
Regional Brand Holistically 275
15. Conclusions 289
Index 293
|
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| isbn | 9780470821565 0470821566 |
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| title_short | Asia's star br[a]nds |
| title_sort | asia s star br a nds |
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