10 Steps to Build an Asian Brand

Martin Roll ()

Chapter Chapter 9 in Asian Brand Strategy, 2006, pp 191-214 from Palgrave Macmillan

Abstract: Abstract The orientation of brand management has gone through substantial changes over the past few decades, and has evolved as 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: Customer Relationship Management; Energy Drink; Brand Equity; Corporate Management; Asian Company (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_9

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DOI: 10.1057/9780230513068_9

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