14 OCTOBER 2005:
Leading business publisher Palgrave Macmillan today announced the launch of a new global business book "Asian Brand Strategy" in more than 60 countries. Asian Brand Strategy is written by Martin Roll, an experienced international branding strategist and a senior advisor to corporate boards and top-management teams in Fortune 500 companies.
"Towards 2020, a rapid changing landscape will emerge in Asia where the opportunities for Asian companies to benefit from branding efforts will be larger than ever before. The growing emphasis on shareholder value and brand strategy to drive value will move up the boardroom agenda and become one of the most prominent drivers of value in Asia Pacific", said Martin Roll.
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 strategies 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. The target readers are Asian and Western business leaders as well as anyone interested in the most exciting 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.
"Mindsets and practices need to change in the Asian boardroom. The book invites a complete shift in the way Asian boardrooms think 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 boardroom", said Roll.
Asian Brand Strategy provides Western companies with a strategic framework about the dynamics of the Asian market. The book aptly addresses the cultural aspects of the diverse Asian markets and how the unique heritage, culture and local practices influence branding in Asia. The book provides perspectives on issues like the degree of customization of Western brands and products in Asia, how culturally sensitive should the western brands should be, the best way for Western brands to gain a firm foothold in Asia and how much the Western brands needs to become part of the Asian communities.
The book has cases on brands such as 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 other Asian brands.
About Martin Roll
Martin Roll, 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 experience 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.
www.asianbrandstrategy.com
