Managing profitable brands in Asia

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...