Asian Brand Strategy

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1、AsianBrandStrategyHOWASIABUILDSSTRONGBRANDSMartinRollMartinRollAsianBrandStrategyHOWASIABUILDSSTRONGBRANDS©MartinRoll2006Allrightsreserved.Noreproduction,copyortransmissionofthispublicationmaybemadewithoutwrittenpermission.Noparagraphofthispublicationmaybereprod

2、uced,copiedortransmittedsavewithwrittenpermissionorinaccordancewiththeprovisionsoftheCopyright,DesignsandPatentsAct1988,orunderthetermsofanylicencepermittinglimitedcopyingissuedbytheCopyrightLicensingAgency,90TottenhamCourtRoad,LondonW1T4LP.Anypersonwhodoesanyun

3、authorisedactinrelationtothispublicationmaybeliabletocriminalprosecutionandcivilclaimsfordamages.TheauthorhasassertedhisrighttobeidentifiedastheauthorofthisworkinaccordancewiththeCopyright,DesignsandPatentsAct1988.Firstpublished2006byPALGRAVEMACMILLANHoundmills,B

4、asingstoke,HampshireRG216XSand175FifthAvenue,NewYork,N.Y.10010CompaniesandrepresentativesthroughouttheworldPALGRAVEMACMILLANistheglobalacademicimprintofthePalgraveMacmillandivisionofSt.Martin’sPress,LLCandofPalgraveMacmillanLtd.Macmillan®isaregisteredtrademarkin

5、theUnitedStates,UnitedKingdomandothercountries.PalgraveisaregisteredtrademarkintheEuropeanUnionandothercountries.ISBN-13:978–1–4039–9279–6ISBN-10:1–4039–9279–7Thisbookisprintedonpapersuitableforrecyclingandmadefromfullymanagedandsustainedforestsources.Acatalogue

6、recordforthisbookisavailablefromtheBritishLibrary.AcatalogrecordforthisbookisavailablefromtheLibraryofCongress.1098765432115141312111009080706PrintedinChinaCONTENTSListoffiguresviiListoftablesviiiListofillustrationsixAbouttheauthorxiForewordxiiiPrefacexvi1INTRODU

7、CTION1Lackofvaluecreation2Theerodinglow-costadvantage3Lessthan10globalbrandsoriginatingfromAsia4ReasonsforthelackofstrongAsianbrands5AnewparadigmfortheAsianboardroom9Thescopeofthebook11Notes122BRANDING–THEDRIVEROFASUCCESSFULBUSINESSSTRATEGY13Perceivedrisk16Brand

8、ingdrivesshareholdervalue16Brandsandmarketcapitalization18Brands’contributiontostockmarketperformance19Growingsignificanceofintangibleassets20Theneedforbrand-drivenorg