Ten Steps to Building an Asian Brand

Martin Roll
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Martin Roll: Martin Roll Company

Chapter Chapter 9 in Asian Brand Strategy (Revised and Updated), 2015, pp 222-250 from Palgrave Macmillan

Abstract: Abstract The practice of brand management has gone through substantial changes over the past few decades, and has evolved into a more integrated and visible part of overall corporate strategy. The evolution of the brand equity concept during the 1990s, the development of advanced financial brand valuation methods and their adoption by advisors and their clients, and the emergence of better brand tracking tools have all facilitated the elevation of the branding discipline beyond middle management and into the boardroom.

Keywords: Energy Drink; Brand Equity; Corporate Management; Asian Company; Strong 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_9

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DOI: 10.1057/9781137359179_9

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