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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
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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
INSEAD
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
About Martin Roll
Martin Roll is founder and CEO of VentureRepublic, the leading strategic advisory firm on Branding Excellence to corporate boards and top-management in multiple industries across the world. He delivers the combined value of an experienced international branding strategist, a senior advisor to boards and management teams and an internationally renowned speaker and sought-after workshop host.
He brings more than 15 years of experience from the international advertising industry, and has served in various management positions, focusing especially on global marketing and branding strategy; brand/ product advertising; and corporate communications.
Martin Roll is represented as an international speaker and workshop host by three leading speaker bureaus in the world: Washington Speakers Bureau (US), Celebrity Speakers CSA (London), and Saxton Bureau (Australia and New Zealand).
Martin Roll is regularly lecturing at INSEAD, and he is Visiting Professor in Strategic Brand Management at the China European Business School (CEIBS) in Shanghai recently ranked the top Executive Education in Asia by Financial Times.
He is author of two forthcoming leadership books on branding to be published
globally by Palgrave Macmillan: Asian Brand Strategy (2005) and Brand Strategy
(2006).
He holds an MBA from INSEAD.
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