The Brutal Truth About Asian Branding: And How to Break the Vicious Cycle

The Brutal Truth About Asian Branding: And How to Break the Vicious Cycle
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作者: (约瑟夫·巴拉迪)
出版社: Wiley
2010-12
ISBN: 9780470826478
定价: 302.50
装帧: 精装
开本: 其他
纸张: 其他
页数: 288页
正文语种: 英语
  • WhyaresofewgreatbrandscomingoutofAsia(Japanaside)?Thebrutaltruthisthatbrandingislittleunderstoodbydecisionmakersthroughoutmuchoftheregion.Thereexistswidespreadmisconceptionsand,inmanycases,outrightignoranceoverthevalueandroleofbrandsandtheprocessrequiredtobuildthem.SurveysrepeatedlyconfirmthatAsiansfromacrosstheregionoverwhelminglyprefergreatWesternbrandstohome-grownones:giventhechoice,theywilldrinkCoke,wearNikeshoes,anddriveaBMWeverytime.RareistheintenseemotionalrelationshipwithanAsianbrandfoundin,say,theApplezealot.Yet,tensofthousandsofnewbrandsemergeeveryweekintheregion,reflectingtheunstoppableenergyandvitalitythatisfuelingtheincreasinglyuniversalbeliefthatthiscenturywillbelongtoAsia.ThecontinuedabsenceofgenuinelygreatAsianbrands(asopposedtomerelygoodones)will,atbest,slowthatprospect,oratworst,putitinjeopardy.SomethingvisibleanddisruptiveneedstohappenifAsianbrandsaretoliveuptotheirpotentialduringthisperiodofunprecedentedchangeandopportunity.

    ThisbookprovidesaclearandcompellingblueprintforAsiandecisionmakerswhoareintentoncreatinggreatbrandsthatwilldefinethelivesnotonlyofAsianconsumers,butconsumerstheworldover.

    TheBrutalTruthAboutAsianBrandingaimstodothreethings:providearealitycheckbyshowingthepresentstateofbrandinginAsiaforwhatitis;educatekeydecisionmakersabouttheroleandimportanceofstrongbrands;andprovidethemeansforbrandownerstoimplementsoundpracticesandstrategies.

    Realitycheck:Thisbookexposesthepractices,circumstances,policies,andmanagementattitudesthateffectivelyconspiretoholdbackAsianbrandsfrombecominggreatbrands.Thesefactorsrangefromtheclearlyvisibletotheinsidiouslyundetectable.

    Education:ThevastmajorityofAsianmanagers-particularlyCEOs-areconfusedormisinformedabouttheroleofbrandingandtheimportanceofbrand-buildingprocessesincreatinggreatbrands.Thisbooktakesadeliberatelyprovocative,disruptiveapproachinanattempttoeducateandenlightenbrandowners,andencourageaction.

    Implementation:Knowledgeisoflittlevalueifitisnotcomplementedbyexecution.Inadditiontofundamentallyrethinkingtherolethatthebrandneedstoplaywithintheorganization,Asianbrandownerswillalsoneedtoimplementchangemanagementpracticesinordertocreatebrand-centriccompanies.

    TheBrutalTruthAboutAsianBrandingisalong-awaited,no-holds-barredaccountofapresentrealitythatisinconsistentwiththejourneyAsianbrandswillneedtomakeiftheyaretodelivertotheirpotential.Itisatimelyandvaluablecontributiontotheevolutionofarguablytheregion'smostpotentanddynamicdriver:theAsianbrand. JosephBaladiwasraisedinSouthAmericaandeducatedinAustralia.Hisworkingcareer—whichhasincludedpostingstoNewYorkCity,MexicoCity,Tokyo,andSingapore—hasgivenhimauniqueperspectiveonhumanvalues,consumerbehaviorandthevaluablerolethatbrandsandbrandingplayinbuildinganorganization.Duringthecourseofhiscareer,Josephhasprovidedbrand-buildingadvicetoleadingglobalcompaniesincludingProcter&Gamble,Mars,andCoca-Cola.PresentlybasedinAsia,heisconsideredaleadingvoiceforandanadvocateofemerginggreatAsianbrands.Heisaprolificwriterandapopularspeakeratmajorbusinessandbrandingforumsaroundtheworld.
  • 内容简介:
    WhyaresofewgreatbrandscomingoutofAsia(Japanaside)?Thebrutaltruthisthatbrandingislittleunderstoodbydecisionmakersthroughoutmuchoftheregion.Thereexistswidespreadmisconceptionsand,inmanycases,outrightignoranceoverthevalueandroleofbrandsandtheprocessrequiredtobuildthem.SurveysrepeatedlyconfirmthatAsiansfromacrosstheregionoverwhelminglyprefergreatWesternbrandstohome-grownones:giventhechoice,theywilldrinkCoke,wearNikeshoes,anddriveaBMWeverytime.RareistheintenseemotionalrelationshipwithanAsianbrandfoundin,say,theApplezealot.Yet,tensofthousandsofnewbrandsemergeeveryweekintheregion,reflectingtheunstoppableenergyandvitalitythatisfuelingtheincreasinglyuniversalbeliefthatthiscenturywillbelongtoAsia.ThecontinuedabsenceofgenuinelygreatAsianbrands(asopposedtomerelygoodones)will,atbest,slowthatprospect,oratworst,putitinjeopardy.SomethingvisibleanddisruptiveneedstohappenifAsianbrandsaretoliveuptotheirpotentialduringthisperiodofunprecedentedchangeandopportunity.

    ThisbookprovidesaclearandcompellingblueprintforAsiandecisionmakerswhoareintentoncreatinggreatbrandsthatwilldefinethelivesnotonlyofAsianconsumers,butconsumerstheworldover.

    TheBrutalTruthAboutAsianBrandingaimstodothreethings:providearealitycheckbyshowingthepresentstateofbrandinginAsiaforwhatitis;educatekeydecisionmakersabouttheroleandimportanceofstrongbrands;andprovidethemeansforbrandownerstoimplementsoundpracticesandstrategies.

    Realitycheck:Thisbookexposesthepractices,circumstances,policies,andmanagementattitudesthateffectivelyconspiretoholdbackAsianbrandsfrombecominggreatbrands.Thesefactorsrangefromtheclearlyvisibletotheinsidiouslyundetectable.

    Education:ThevastmajorityofAsianmanagers-particularlyCEOs-areconfusedormisinformedabouttheroleofbrandingandtheimportanceofbrand-buildingprocessesincreatinggreatbrands.Thisbooktakesadeliberatelyprovocative,disruptiveapproachinanattempttoeducateandenlightenbrandowners,andencourageaction.

    Implementation:Knowledgeisoflittlevalueifitisnotcomplementedbyexecution.Inadditiontofundamentallyrethinkingtherolethatthebrandneedstoplaywithintheorganization,Asianbrandownerswillalsoneedtoimplementchangemanagementpracticesinordertocreatebrand-centriccompanies.

    TheBrutalTruthAboutAsianBrandingisalong-awaited,no-holds-barredaccountofapresentrealitythatisinconsistentwiththejourneyAsianbrandswillneedtomakeiftheyaretodelivertotheirpotential.Itisatimelyandvaluablecontributiontotheevolutionofarguablytheregion'smostpotentanddynamicdriver:theAsianbrand.
  • 作者简介:
    JosephBaladiwasraisedinSouthAmericaandeducatedinAustralia.Hisworkingcareer—whichhasincludedpostingstoNewYorkCity,MexicoCity,Tokyo,andSingapore—hasgivenhimauniqueperspectiveonhumanvalues,consumerbehaviorandthevaluablerolethatbrandsandbrandingplayinbuildinganorganization.Duringthecourseofhiscareer,Josephhasprovidedbrand-buildingadvicetoleadingglobalcompaniesincludingProcter&Gamble,Mars,andCoca-Cola.PresentlybasedinAsia,heisconsideredaleadingvoiceforandanadvocateofemerginggreatAsianbrands.Heisaprolificwriterandapopularspeakeratmajorbusinessandbrandingforumsaroundtheworld.
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