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1、ASIAN BRAND STRATEGYNEW BOOK BY MARTIN ROLLTowards 2020, a rapid changing landscape will emerge in Asia where the opportunities for Asian companies to benefit from international branding efforts will be larger than ever before. The growing emphasis on shareholder value and brand strategy to drive va
2、lue will move up the boardroom agenda and become one of the most prominent drivers of value in Asia Pacific.Asian Brand Strategy offers insights, knowledge and perspectives on Asian brands and branding as a strategic tool and provides a comprehensive framework for understanding Asian branding strate
3、gies and Asian brands, including success stories and challenges for future growth and strengths. The book includes theoretical frameworks and models and up-to-date case studies on Asian brands, and it a must-read for Asian and Western business leaders as well as anyone interested in the most excitin
4、g region of the world.The book presents the Asian Brand Leadership model illustrating the paradigm shift Asian brands need to undertake to unleash their potential. First, mindsets and practices need to change in the Asian boardroom. The book invites a complete shift in the way Asian boardrooms think
5、 of branding: from a tactical view to a long-term, strategic perspective, from fragmented marketing activities to totally aligned branding activities, from a vision of branding as the sole responsibility of marketing managers to branding as the most essential function of the firm led by the boardroo
6、m.Second, this new perspective must be steeped into a more acute perspective on the consumer behaviour patterns. Asia is not a homogenous entity. Even more importantly, Asian countries are more and more traversed by cultural flows permeating the region: cinema, music and fashion trends that are pres
7、ent extend beyond national borders to capture the imagination of millions. Branding and brands do not operate in vacuum, but are closely linked to developments in society, to people and to cultures.Third, managers wanting to succeed in Asia need to abandon the idea of an oriental Asia of the past. A
8、sian consumers are all vying for an Asian type of modernity that has nothing to do with colonial imagery. Fourth, to create iconic brands, Asian managers will have to become trendsetters. The perspective developed in this book is that, in order to be successful, Asian brands need to capture the spir
9、it of the region, but they also need to lead the way by creating that spirit.Finally, this shift can be achieved only if everybody in the company is convinced by the power of branding and if all strategies and actions are aligned around the brand. This must be led by the Asian boardroom.CASE STORIES
10、 IN ASIAN BRAND STRATEGY:The book has inspiring cases on brands like Singapore Airlines, Shiseido, Samsung, Banyan Tree Hotels & Resorts, Amanresorts, Giordano, Jet Airways, Jim Thompson, Li Ning, BritishIndia, SK-II, Star Cruises, Yue Sai Kan, Trung Ngyen and many others.ABOUT MARTIN ROLLMartin Rol
11、l, CEO of VentureRepublic, the leading strategic advisory firm on branding. He delivers the combined value of an experienced international branding strategist and a senior advisor to corporate boards and top-management teams in Fortune 500 companies. He brings more than 15 years of management experi
12、ence from the international advertising and branding industry, and is a renowned keynote speaker at global conferences. Martin Roll is a frequent guest lecturer at INSEAD and a Visiting Professor at CEIBS in Shanghai.FROM THE FOREWORD TO ASIAN BRAND STRATEGY:“Successful brands are managed by the top
13、 and implemented by the entire organisation through multiple actions, behaviours and customer touch points. There have been few publications in the past elaborating the strategic aspects of branding in Asia. Martin Roll has succeeded in tackling the many challenges illustrated head-on. He has also i
14、ncluded many critical factors in the Asian environment like culture and corporate structure in the examination and application of branding. Asian Brand Strategy demonstrates how successful brands are helping top-tier Asian companies to penetrate the global stage and how some of the aspiring Asian co
15、mpanies are beginning to make their mark against larger Western players. These brands share the same common denominator a strong commitment by their boardrooms and senior management teams to branding. Asian Brand Strategy provides insights, tools and applicable step-by-step guides that demystify the
16、 process and deliverables of brand development and management. It demonstrates clearly why boardrooms and management teams in Asia must begin to improve the competitiveness of their companies through branding. Martin Roll provides a very compelling framework and the winning formula for this process.
17、 Asian Brand Strategy is the solid proof that there is no longer any excuse for not building strong Asian brands and delivering better shareholder value across the region.”Prof Dr Hellmut Schtte,Dean of Asia CampusINSEADENDORSEMENTS:“Martin Rolls Asian Brand Strategy provides superb motivation and s
18、ubstance 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“As Asian firms aspire to become global and challenge the competitive landscape dominated by Western fi
19、rms, they recognize that cost and quality advantages are necessary but not sufficient for sustained value creation. Martin Roll provides an illuminating insight into a critical missing link -the importance of global brands.Rich in concepts and detail this is an invaluable manifesto for Asian CEOs. A
20、 must read that will change perspectives and priorities.”C.K. Prahalad, Paul and Ruth McCracken Distinguished University Professor, The Ross School of Business, The University of Michigan“Growing presence of Asian companies in Western markets, high profile cross border M&A, and the spreading of Asia
21、n 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
22、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, inc
23、isive read. A treasure of ideas and case studies, this compelling new book discusses the challenges Asian corporations face to stay relevant in todays dynamic, global market.”N. R. Narayana Murthy, Chairman and Chief Mentor, Infosys Technologies Ltd.“Branding has become a hot topic for Asian compani
24、es 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 Rolls book Asian Brand Strategy stands out above the pack. It has the serious
25、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.Rolls five major messages that branding can enhance shareholder value; that it must be led by the
26、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 a
27、nd have been the key factors for Banyan Trees 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
28、A must read for all business leaders interested in Asia, Asian BrandStrategy elevates branding to the next level into the boardroomTorben Ballegaard Srensen, CEO, Bang & OlufsenMartin 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
