Managing brands in Asia [electronic resource] / Martin Roll.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. Global branding strategies: Publisher: London : Henry Stewart Talks, 2014Description: 1 online resource (1 streaming video file (48 min.) : color, sound)Subject(s): Brand name products -- Asia -- Management | Brand name products -- Asia -- Marketing | Branding (Marketing) -- Case studies | Branding (Marketing) -- Asia | Marketing -- AsiaOnline resources: Click here to access online | Series Animated audio-visual presentation with synchronized narration.
Title from title frames.
Contents: The Asian strategy challenges -- Strategic importance of branding -- Three essentials of the brand-driven company -- The chief marketing officer -- The Asian brand no. 1 challenge -- A new agenda for brands in Asia -- Building a strong brand -- Singapore airlines case study -- Branding excellence -- Touch point model for an airline company -- Brands as financial assets -- New business paradigm for globalizing Asian brands -- Western brands in Asia.
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Mode of access: World Wide Web.