Managing profitable brands in Asia

Nichola Rastrick and Andy Farr

This paper reviews evidence from brand equity research and case study analysis to demonstrate that the basics of brand building in Asia are no different to the rest of the world.

managing profitable brands in Asia

Andy Farr andNichola RastrickMillward Brown

Introduction

There is much talk of the importance of brands. Global titans such as CocaCola and McDonalds can seemingly break down cultural boundaries and dominate marketplaces at will. How do local brands compete? What is it that distinguishes a great brand and enables it to be successful? What are the ingredients that contribute to success? Is it more important to get the business basics such as product quality, efficient production and distribution right, or are less tangible factors such as the clarity of the brand's positioning and...

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