Excellent Brand: Creating International Asian Brands

Author: Ian Betts (Australia)
Publisher:
Publish Date: 2006-01-01
Features: Ian Betts, one of the most respected experts in the Asian advertising industry and the creator of "Singapore Air Hostesses." This book is an authoritative guide to building world-renowned brands in Asia. Betts has witnessed the rise of Asian brands from scratch and the ups and downs of winning against Western and Japanese brands in the global advertising battle. He has pointed out the path for various products and goods in Asia and Australia to become world-renowned brands by 2020: all that is needed is to focus on the 3Cs—creativity, courage, and confidence—in practice. Through Betts' guidance, readers can see the risks of the Asian market and the detailed long-term marketing strategies of famous brands, as well as a glimpse into the inner workings of renowned brands such as Singapore Airlines, Mercedes-Benz automobiles, Shangri-La Hotels, the Singapore Tourism Board, Tiger Beer, and United Overseas Bank. In Betts' often slightly arrogant wisdom, and through brand advertising and unique chart illustrations, readers will find practical and enlightening guidance on every page.