The myth of the brand in Asia

This paper argues for a careful consideration of how the notion of brand works in Asia and what is distinctive about these Asian contexts.

The myth of the brand in Asia

James ParsonsFlamingo International, Singapore

Introduction

As the United States stutters uncertainly back to growth and Europe looks mired in recession, growth in Asia (and other emerging markets) is where the world is pinning its hopes. Blue Chip organisations have been directing significant development and marketing spends to the region, looking to deploy their brands to tap into that growth. If organisations are to profit from the growth of Asia they must understand how brands can be put to work optimally in these markets.

This paper will argue for a careful consideration of...

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