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 navigated the ups and downs of global advertising battles against Western and Japanese brands. He has outlined the path for various products and commodities in Asia and Australia to become world brands by 2020: all it takes is focusing on the 3Cs—creativity, courage, and confidence—in their application. Through Betts' guidance, readers can explore the risks of the Asian market and the detailed long-term marketing strategies of renowned brands, as well as gain insights into the inner workings of famous brands such as Singapore Airlines, Mercedes-Benz automobiles, Shangri-La Hotels, the Singapore Tourism Board, Tiger Beer, and United Overseas Bank, among others. In Betts' often slightly arrogant wisdom, and through brand advertising and unique chart explanations, readers will find practical and enlightening guidance on every page.