Building Brands in Asia

Building Brands in Asia, is a timely and greatly welcomed addition to the branding oeuvre. The growing branding savoir-faire of Asian consumers demands greater sophistication in the management of Asian corporate, services and product brands. As such, Tim G. Andrews and Wilson Chew's book will be very much welcomed by brand managers in Asia and, more generally, will be of interest to brand managers and scholars alike.

Professor John M.T. Balmer, Professor of Corporate Brand/Identity Management, Bradford University School of Management, UK.

Asia is sure to become the biggest economic engine of the world. But Asia is not one market and it is not homogeneous, so it is difficult for Asian and Western companies to build strong and cohesive brands there. This book offers insights into what companies can do to ensure that the brand thrives across different geographic markets and cultures in Asia.

Jacky Tai, Director (Strategy) I Entrepreneurial and Private Clients Group, PwC

This is an interesting book. Firstly, the objective, made clear in the very first sentence: "This book seeks to shed new light on how brands are built in Asia through the eyes of those managing, enacting and consuming them". The focus is clear and we are offered case studies of local adaptations made by multinational corporations as well as case studies of local Asian brand management. Importantly, the authors are insiders and while the concept of brand building may not have changed significantly over the years, the means by which it may be achieved, certainly has, and, in Chapters Two to Four, the authors discuss the use of interactive digital media. Overall, this book makes a worthwhile contribution on a number of levels.

Stanley J. Paliwoda, Emeritus Professor of Marketing, University of Strathclyde, Scotland.