Asian Brands Toward 2020 — A New Confidence in the Boardroom

Martin Roll ()

Chapter Chapter 10 in Asian Brand Strategy, 2006, pp 215-235 from Palgrave Macmillan

Abstract: Abstract The business landscape in Asia will change rapidly in the coming years, and the opportunities for Asian companies to benefit from international branding will be larger than ever before. The growing emphasis on international branding will move up the boardroom agenda and branding will become one of the most prominent drivers of value in Asia Pacific in the next two decades. Branding is being discussed almost daily in the Asian media and at numerous conferences and seminars.

Keywords: Asian Company; Brand Extension; Hospitality Industry; Brand Communication; Strong Brand (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_10

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DOI: 10.1057/9780230513068_10

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