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Asian Brand Strategy Book by Martin Roll

Asian Brand Strategy
New book by Martin Roll

Asian Brand Strategy demonstrates how Asian boardrooms, CEOs and senior management can create superior leadership and enhance shareholder value for Asian companies through strong brand strategies. It is a must-read for anyone business leader interested in Asia and illustrates how Asia is shaping a winning formula.

ISBN: 1403992797

Executive Summary

Towards 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 value 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 strategies and Asian brands, including success stories and challenges for future growth and strengths. The book Asian Brand Strategy 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 exciting region of the world.

The book Asian Brand Strategy 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. Asian Brand Strategy 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.

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 present 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.

"Managers wanting to succeed in Asia need to abandon the idea of an oriental Asia of the past."

Third, managers wanting to succeed in Asia need to abandon the idea of an oriental Asia of the past. Asian 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 spirit 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 change must be led by the Asian boardroom and is one of the key messages from Asian Brand Strategy.

Foreword to Asian Brand Strategy

"Successful brands are managed by the top 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 included 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 companies 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 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. 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 Schütte,
Dean of Asia Campus

Case stories

The book Asian Brand Strategy 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.

Advance appraisals

"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

"As Asian firms aspire to become global and challenge the competitive landscape dominated by Western firms, 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 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 Asian 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 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, 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. As shelf space in bookstores get filled with myriad books on branding as the next best thing, 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.

Roll's five major messages - that branding can enhance shareholder value; that it must be led by the 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 and have been the key factors for Banyan Tree's 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

"A must read for all business leaders interested in Asia, Asian Brand Strategy elevates branding to the next level into the boardroom".

Torben Ballegaard Sørensen, CEO, Bang & Olufsen

"Martin 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

Martin Roll, Brand Strategist

Martin Roll is a leading thought-leader on branding driven by tremendous experience and insights. He facilitates business leaders and organizations to think bold for future strategies. By focusing on building iconic brands, Martin Roll helps boardrooms to enhance shareholder value and create sustainable competitive advantage. He holds an MBA from INSEAD.

The Boardroom View: Martin Roll delivers the combined value of an experienced international branding strategist and a senior advisor to corporate boards and top-management teams of Fortune 500 companies. He is the CEO of VentureRepublic, the leading strategic advisory firm on Branding Excellence. Martin Roll also brings more than 15 years of management experience from the international advertising and branding industry.

Value-driven knowledge: Martin Roll offers rare but truly unique insights drawn from his experiences in advising boardrooms of global corporations for more than 15 years. He expertly strides the industry-academia continuum and delivers superior value to his global audiences. He is a frequent guest lecturer at leading global business schools INSEAD (Singapore and France) and CEIBS in Shanghai. Martin Roll, through his focus on nurturing leadership at the boardroom level, successfully guides corporations in enhancing shareholder value. He holds an MBA from INSEAD.

Impact-driven style: Martin Roll is not only a highly accomplished speaker and presenter but as well a talented and well trained moderator of panel discussions and roundtables. He is a valuable contributor to any senior management forum, conference or discussion on the subject of brand leadership, its close link to management and how it drives performance through shareholder value.

New thinking: Martin Roll is the author of the international bestseller Asian Brand Strategy, a very compelling book of frameworks for Asian branding and the winning formula for any boardroom. His much anticipated next management book on how branding is guiding leadership at the boardroom level will be published in 2006.

Culture-driven insights: Martin Roll represents a culturally diverse profile with his globe trotting career spanning different regions of the world. Currently based in Asia, he travels extensively to all parts of the world and represents in-depth knowledge and perspectives of fast-growing Asia and its diverse opportunities and cultures. Many "experts" often fail to engage audiences due to lack of local knowledge and insights, and/or they address audiences in the West claiming to know Asia very well. But few actually have that expertise. Martin Roll effectively bridges this divide and mixes his strengths on boardroom integrity and global branding experience with cultural-driven insights.

Brochure 2009: Find out how Martin Roll can create new knowledge, competencies and value for your company. Martin Roll represents a flexible business approach including consulting, advisory services and mentoring assignments, and he is available on an ad hoc basis or for longer-term projects.
Martin Roll has vast experience as a world-renowned speaker and he is in constant demand at more than 100 of the most global influential business conferences worldwide. He is available for conferences, seminars, workshops and internal meetings anywhere in the world.

The unique approach of brand consulting creates and enhances business value

Martin Roll is the leading international speaker and advisor on Branding Excellence

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"Martin is a top tier executive, business consulting professional whose accomplishments when it comes to branding excellence, leadership and Asian knowledge, are second to none. He is bright, articulate and freely shares his knowledge with wit and directness. He approaches both life and the consulting process with integrity, knowledge and a "can do" attitude. I would recommend him without hesitation."

Michael Aagaard Andersen
Managing Director
Pandora Asia-Pacific

"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
Lincoln Filene Professor of Business Administration Harvard Business School and Chairman of the Academic Council at CEIBS

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