Asian Country Branding

Martin Roll
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Martin Roll: Martin Roll Company

Chapter Chapter 4 in Asian Brand Strategy (Revised and Updated), 2015, pp 69-86 from Palgrave Macmillan

Abstract: Abstract The past few decades have seen many Asian countries embrace market capitalism and open their economies to foreign participation and influence. With a considerable increase in the number of global companies setting up shops in Asia and exotic locales, unique cultures, and sunkissed beaches, tourism has become a booming industry in Asia. The active promotion of highquality, affordable healthcare and a renewed focus on developing a worldclass education system have developed health and edutourism.

Keywords: Brand Equity; Medical Tourism; Creative Industry; Luxury Brand; Congress Party (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_4

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DOI: 10.1057/9781137359179_4

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