Successful Asian Brand Cases

Martin Roll ()

Chapter Chapter 7 in Asian Brand Strategy, 2006, pp 129-160 from Palgrave Macmillan

Abstract: Abstract Brands will become a prominent business driver and a strong source of sustainable competitive advantage and financial value in Asia during the next two decades for the reasons discussed so far. The region is going through an era of renewed growth, development and prosperity. This has resulted in a new and profound confidence throughout Asia. The booming economies of China, India, Thailand and Malaysia have resulted in the emergence of millions of middle-class consumers with an increasing disposable income. This rising disposable income will not only buy them basic products but will also enable consumers to buy brands. This potential consumer power can serve as a strong platform for building and managing brands in the region.

Keywords: Brand Equity; Brand Personality; Parent Brand; Brand Extension; Corporate 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_7

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DOI: 10.1057/9780230513068_7

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