Martin Roll has written a very informative book, in fact, nearly two books: one that covers foundational knowledge on branding and one that reports on branding in Asia. Amid the explanation of branding basics, Roll depicts how emerging Asian corporations are finally seeing branding as more than a name and a logo, and, thus, are making it a central part of their strategies. He predicts that the next, new generation of Asian corporate brand leaders will also become the next, new generation of global powerhouses. Roll deftly explains what makes branding work, and he shares his first-hand experiences working with major Asian corporations, he just doesn’t always pull the two together. Roll also tends to treat developed Asian nations, such as Japan and South Korea, and emerging economies, such as China and India, as if they are uniform. That aside, getAbstract applauds Roll’s informed take on Asian marketing strategy, and recommends this solid book on brand building and its global uses.
In this summary, you will learn
- What factors are reshaping Asian corporations;
- How to define the nine characteristics of a successful brand; and
- How to develop a brand-building program.
About the Author
Martin Roll is CEO of VentureRepublic, a branding strategy and advisory firm. A guest lecturer at INSEAD and a visiting professor at CEIBS in Shanghai, he has more than 15 years of experience in international advertising and branding.