Asian Brand Strategy

Martin Roll ()

Chapter Chapter 6 in Asian Brand Strategy, 2006, pp 96-128 from Palgrave Macmillan

Abstract: Abstract It takes time to build brands and the successful path can take many avenues depending on the product, service, category, market, the company heritage and many other factors. At one end of the brand building spectrum is the physical product and service with its tangible descriptors, and at the other end the intangible descriptors, with associations and perceptions linked to the values and personalities of the brand in the minds of consumers. Where does the boardroom start the process, and what is the right direction? There is no single answer to this. Most companies started with products and services, and slowly they migrated into brands over time, as more and more associations were attached to the original products and their names.

Keywords: Brand Equity; Brand Image; Asian Company; Brand Position; Brand Personality (search for similar items in EconPapers)
Date: 2006
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DOI: 10.1057/9780230513068_6

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