Asia is fast becoming the center of global trade. China, India and the other Asian economies are emerging as global economies. But despite the economic boom, Asian companies are still competing primarily on low cost and have not yet realized the full potential of moving up the value chain and enhance shareholder value. The Asian boardroom mindset is focusing on short-term sales and cost savings.

Asian boardrooms and business leaders are biased heavily towards operations and finance and less on brand marketing as a value driver. Many Asian business leaders are yet to realize that branding is a boardroom discipline.

There are less than 10 global Asian brands if Japan is left aside. But Asia has an enormous untapped potential for creating and enhancing shareholder value through strong branding and brands. Towards 2020, a rapid changing landscape will emerge in Asia where the opportunities for Asian companies to benefit from branding 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.

The book Asian Brand Strategy presents the Asian Brand Leadership model illustrating the paradigm shift Asian boardrooms and brands need to undertake to unleash their untapped potential. This will enable Asian boardrooms to move up the value chain, shape their competitiveness through branding and enhance shareholder value.

Visit www.asianbrandstrategy.com