Overview

This second edition of the bestselling Asian Brand Strategy takes a look at how Asian brands continue to gain share-of-voice and share-of-market. Featuring a user-friendly strategic model, new research, and case studies, this book provides a framework for understanding Asian branding strategies and Asian brands.

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9781137359162

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Reviews

Praise for the first edition: 'Building successful global brands is - and will be - critical for the rapidly increasing number of Asian champions on the global stage. Martin Roll provides a compelling and practical roadmap on how to do this based on his extensive experience advising Asian corporations'. -Dominic Barton, Worldwide Managing Director, McKinsey & Company 'Asian Brand Strategy is an important handbook for Asian executives aspiring to build strong brands. It provides a solid foundation for future success in the global market place'. -John A. Quelch, Dean, CEIBS, and Lincoln Filene Professor of Business Administration Harvard Business School '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 '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. '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. 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

'Building successful global brands is and will be critical for the rapidly increasing number of Asian champions on the global stage. Martin Roll provides a compelling and practical roadmap on how to do this based on his extensive experience advising Asian corporations.' -Dominic Barton, Global Managing Director, McKinsey & Company Building brands have become a C-suite topic in Asia as Asian firms seek to globalize. Martin Roll provides a compelling framework, clear guidelines and multiple insights into successfully brand marketing. A must read for anyone interested in the rise of Asia from the leading expert. -David Aaker, Vice-Chairman of Prophet, author of Aaker on Branding '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 is the hottest topic in marketing! Martin Roll describes all the key opportunities and challenges that Asian firms need to further challenge their Western competitors. As the leading expert on Asian brands, Martin Roll brings a unique knowledge and experience that make his book a must read for all global marketers!' -Dominique Turpin, President of IMD Business School '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, Founder, Infosys

Praise for the first edition: 'Building successful global brands is - and will be - critical for the rapidly increasing number of Asian champions on the global stage. Martin Roll provides a compelling and practical roadmap on how to do this based on his extensive experience advising Asian corporations'. -Dominic Barton, Worldwide Managing Director, McKinsey & Company 'Asian Brand Strategy is an important handbook for Asian executives aspiring to build strong brands. It provides a solid foundation for future success in the global market place'. -John A. Quelch, Dean, CEIBS, and Lincoln Filene Professor of Business Administration Harvard Business School '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 '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. '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. 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. 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

Author Information

Martin Roll provides global business, strategy and brand marketing consulting empowering global clients to build sustainable, high-performing businesses. He provides world-class advisory, strategic guidance and insights to global clients. Martin Roll seeks to empower clients to succeed through better business performance and to become enduring, leading enterprises. Martin Roll brings more than 25 years of management experience as a senior advisor to corporate boards and executive management teams. He travels extensively to speak at top-level conferences every year, and he is a frequent guest lecturer at INSEAD, Nanyang Business School, and CEIBS amongst others. Martin Roll is a business columnist for INSEAD Knowledge and several global media. He holds an MBA from INSEAD.

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