Branding in Asia contain over 20 case studies of leading Asian and Western brands including Acer,Banyan Tree Hotels & Resorts,BMW, Levi Starbucks,Tiger Balm and many more.
This revised edition also contains a new chapter on online branding and additional case studies of Yahoo! Asia,Coca-Cola, Tesco and Asiatravelmart,com.
   Packed with illustrative examples,techniques, advice and exercises, this invaluable book will help any company,regardless of size,to:
- Build a strong brand image;
- Create a unique and sustainable competitive advantage;
- Develop solid plan for international expansion;
- Access and penetrate new market;
- Attract and retain customers;
- Motivate employees;
- Gain global recognition.

1. Understanding Brands
2. How Brands are Built
3. Understanding Markets
4. Creating Powerful Brand Position
5. Brand Management
6. Measuring Brand Success
7. Developing International Asian Brands-Problems and Opportunities
8. Strategic Communications for Brand Building
9. International Brand Acceptance in Asia
10. Online and Offine Brand Strategy
11. Considerations for Asian Companies to Compete in the International and Global Markets