Asian Brand Strategy: How Asia Builds Strong Brands - Hardcover

Über die Autorin bzw. den Autor

MARTIN ROLL is founder and CEO of Venture Republic, a strategic advisory firm on branding strategies and plans to corporate boards and top-management in industries across Asia Pacific and Europe. He brings more than 15 years of management experience from the international advertising industry, and is a renowned keynote speaker at global conferences. Martin Roll is Visiting Professor in Strategic Brand Management at the China European Business School (CEIBS) in Shanghai, and a frequent guest lecturer at INSEAD business school.

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"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 "Branding has become a hot topic for Asian companies which are no longer able to compete purely as contract manufacturers and now need to directly "own" the end consumer. As shelf space in bookstores get filled with myriad books on branding as the next best thing, Martin Roll’s book 'Asian Brand Strategy' stands out above the pack. It 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. Roll’s five major messages – that branding can enhance shareholder value; that it must be led by the top person in a company; that it is not simply slick advertising and PR but a holistic integration of many business functions; that Asian companies must embrace branding to move up the value chain, and that branding strategies can be measured through metrics – resonate strongly within my own company and have been the key factors for Banyan Tree’s own success in branding. 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 Chairman, Banyan Tree Group "Growing presence of Asian companies in Western markets, high profile cross border M&A, and the spreading of Asian cultural and social trends have highlighted the potential impact of Asian brands in the global markets. But brand building has historically not been a high priority for many Asian companies. 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. "An insightful look into branding as a strategic tool for Asian companies - 'Asian Brand Strategy' by Martin Roll is a brilliant, incisive read. A treasure of ideas and case studies, this compelling new book discusses the challenges Asian corporations face to stay relevant in today's dynamic, global market." N. R. Narayana Murthy, Chairman and Chief Mentor, Infosys Technologies Ltd. "A must read for all business leaders interested in Asia, 'Asian Brand Strategy' elevates branding to the next level into the boardroom" Torben Ballegaard Sørensen, CEO, Bang & Olufsen "Martin Roll has provided a much-anticipated primer on how Asian companies approach the discipline of branding. With the focus of the world economy gravitating inexorably to the Asia Pacific region, Asian Brand Strategy provides timely insight into the key players of today and the global competitors of tomorrow."

Alan Lammin, Publishing Director, Asia, TIME