Aspiring Asian Brand Cases

Martin Roll ()

Chapter Chapter 8 in Asian Brand Strategy, 2006, pp 161-190 from Palgrave Macmillan

Abstract: Abstract The successful case stories of Singapore Airlines, Amanresorts, Shiseido and Samsung have indeed laid the blueprint for branding success in Asia. As is evident from the brand stories in the previous chapter, the main reason for their success has been the continuous support from corporate management, including the chairman and CEO.

Keywords: Brand Equity; Silk Fabric; Brand Personality; National Pride; Brand Communication (search for similar items in EconPapers)
Date: 2006
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-51306-8_8

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DOI: 10.1057/9780230513068_8

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