Building Brands in Asia
From the Inside Out

In a global business environment characterized by volatility and change, the formation of enduring relationships with consumers is paramount, but also notoriously difficult. Developing a unique brand personality is increasingly recognized as a key method to achieving the goal of customer loyalty.

Focusing on the creation, development and management of brands in the world?s most dynamic, diverse and challenging business environment, Building Brands in Asia challenges the assumption that the continuing success of global brands in Asia is a given. The first part examines the challenge multinational corporations face in balancing brand consistency with local effectiveness. In the second part, attention shifts to Asian company brands, where the focus on branding has been relatively muted until now.

Through a variety of sector and country contexts ? from facilities management to football clubs, places to pop bands, home appliances to home weaving - we narrate simply and clearly the value, meaning, auditing, aligning, extending and architecture of brands from the likes of Haier, Ah Yee Taung, Axis Bank, OCS, Caltex, Manchester United and Thai Airways in markets as diverse as Japan, Laos, Korea and Singapore. Replete with anecdotes, interviews and case studies, Andrews and Chew provide an insightful, detailed and timely examination for all those interested in today?s primary corporate preoccupation set in the world?s most exciting marketplace.

Table of Contents

Chapter 1. Introduction

Chapter 2 – Building Brands: Meaning, Value, Creation & Clothing

Chapter 3 – Developing the Brand: Focus, Consistency and Alignment

Chapter 4 – Marketing the Brand: Image Extension & Cross-border Development

Chapter 5 – Understanding Asia: From the Inside and Out

Chapter 6 – Brand Expressions I: Consumer Products

Chapter 7 – Brand Expressions II: Services

Tim G. Andrews, PhD, is a Senior Visiting Research Fellow at the Saw Swee Hock Southeast Asia Centre, London School of Economics and Political Science (LSE) and Associate Professor at Webster University (Thailand). He has consulted and published widely on the subject of brand development across Asia, co-edits the Marketing Management in Asia (2013) collection and is co-founding editor of the Routledge Working in Asia series.

Wilson Chew, DBA, is a Partner for Pricewaterhouse Coopers managing entrepreneurial and private clients based in Singapore. Formerly Group CEO for the Strategicom brand consultancy, he has co-authored several books on branding, including B2B: 10 Rules to Transform your Business into a Brand (MarshallCavendish, 2011)