Asia's Star Brands (Paperback)

1. Introduction to Asian Branding and the structure of the book - brands by area of competence in brand building etc. 2. Brand Strategy. 3. Brand Architecture. 4. Brand Focus. 5. Brand Culture. 6. Brand Communications. 7. Brand Naming. 8. Branding Cities and Destinations. 9. Opportunistic Branding. 10. Market Adaptation. 11. Strategic Alliances and Partnerships. 12. Service Brands. 13. B2B branding. 14. Commodity Branding. 15. Government-linked Branding. 16. Country-of-origin Issues. 17. Emotional Branding. 18. First Mover Advantage. 19. Nation Branding. 20. Conclusions.