The Dalai Lama Eats Meat

Michael Backman

Chapter Chapter 26 in The Asian Insider, 2004, pp 207-216 from Palgrave Macmillan

Abstract: Abstract It is often said that there are few genuinely Asian brands and those that do exist have had little success in expanding beyond Asia. But one brand has travelled well to the West. It has widespread brand name recognition, celebrity endorsement from the likes of actors Richard Gere, Goldie Hawn and Harrison Ford, generates millions of dollars quickly and in cash and is identifiably Asian. In fact, it is probably the most successful, truly Asian brand in the world today. It’s both chic and cool, enjoys considerable loyalty and attracts millions of dollars in free advertising from newspapers that cover it as part of their regular news coverage. And its corporate colours are well known: purple and saffron, as is its mandala corporate insignia. The product is consistent, non-threatening (unless you happen to be the government of China) and enjoys a strong global reputation. The brand is the Dalai Lama.

Keywords: Brand Extension; Celebrity Endorsement; Royal Court; State Lottery; Unofficial Payment (search for similar items in EconPapers)
Date: 2004
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-4039-4840-3_26

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DOI: 10.1057/9781403948403_26

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