Asian Brand Strategy: How Asia Builds Strong Brands

'Martin Roll's Asian Brand Strategy provides superb motivation and substance into Asian brands and branding. It offers invaluable inspiration and guidance into one of the hottest areas of marketing.' - Kevin Lane Keller, Professor of Marketing, Tuck School of Business
'Martin Roll's book Asian Brand Strategy has the serious theoretical framework which underpins any real understanding of the role of branding in business. And it has the practical pointers which make it useful for anyone wanting to implement a brand strategy. I would strongly recommend this book as compulsory reading for anyone who wants to understand the power of branding and how to implement a practical, no-gimmicks brand strategy.' - Ho Kwon Ping, Executive Chariman, Banyan Tree Resorts
'Martin Roll makes a compelling argument for branding to be one of the top issues for Asian CEOs to enhance shareholder value. He provides a thoughtful set of approaches, and illustrates these nicely with interesting cases from the region.' - Minsok Pak, Principal, McKinsey & Co.
'Highly readable...sprinkled with interesting case studies that will appeal to the layman as much as the expert.' - The Telegraph

Source: https://link.springer.com/book/10.1057/9780230513068#book-header