Asian Brand Strategy

Martin Roll
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Martin Roll: Martin Roll Company

Chapter Chapter 6 in Asian Brand Strategy (Revised and Updated), 2015, pp 107-140 from Palgrave Macmillan

Abstract: Abstract Brand building takes time. The successful path can take many avenues depending on product, service, category, market, company heritage and many other factors. At one end of the brandbuilding spectrum lies the physical product or service with its tangible descriptors, and at the other end lie the intangible descriptors, with associations and perceptions linked to the brand’s values and personalities. Where should the boardroom start the process, and what is the right direction?

Keywords: Private Equity; Distribution Channel; Brand Equity; Brand Position; Customer Segment (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_6

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DOI: 10.1057/9781137359179_6

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