Asian Brands Toward 2020 — A New Confidence in the Boardroom

Martin Roll
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Martin Roll: Martin Roll Company

Chapter Chapter 10 in Asian Brand Strategy (Revised and Updated), 2015, pp 251-293 from Palgrave Macmillan

Abstract: Abstract The Asian business landscape will change rapidly in the coming years, and the opportunities for Asian companies to benefit from international branding will be larger than before. The growing emphasis on international branding will move up the boardroom agenda and branding will become one of the most prominent value drivers in AsiaPacific in the next two decades.

Keywords: Corporate Social Responsibility; Brand Equity; Asian Company; Chief Information Officer; Luxury Brand (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-35917-9_10

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DOI: 10.1057/9781137359179_10

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