Table of Contents
Acknowledgments. Introduction.
1. Brand as Corporate Strategy. OSIM INTERNATIONAL LTD.: The Brand Marketing Machine.
2. First Mover Advantage. RED BULL: From Zero to Hero.
AIRASIA: Now Everyone Can Fly.
3. Brand Renewal. THE NISSAN STORY: From Rags to Riches in Five Years. SAMSUNG: Strategy and Speed in the Digital World.
4. Brand Naming and Identity. LG ELECTRONICS (LG): “Life’s Good”.
BENQ: Who?
5. Challenger Brands. HAIER: Haier Takes the Fight from East to West.
EMIRATES: Definitely a High-flier.
6. Brand Positioning. TIGER BEER: “Roaring Loud”.
TIGER BALM: “Works Whenever it Hurts”.
7. Emotional Branding. BANYAN TREE GROUP: The Stage is Set for Romance.
JIM THOMPSON: From Authentic Silk to Fashion Icon?
8. Service Brands. BUMRUNGRAD HOSPITAL: The Branded “Hospitel”.
INFOSYS TECHNOLOGIES LIMITED: “High on Values, High on Growth”.
9. Branding a Commodity. BREADTALK: Branding a Commodity.
ADVANCE AGRO PUBLIC COMPANY LIMITED: The Power of Two: Double A.
10. Caring Conglomerates: Giant Brands with Kind Hearts. SIAM CEMENT (“JAIDEE”): Branding Conglomerates.
TATA: “Improving the Quality of Life".
11. Strategic Alliances, Partnerships, Mergers, and Acquisitions. LENOVO: Names and Logos are Necessary, But not Enough.
SHANGHAI AUTOMOTIVE INDUSTRY CORPORATION (SAIC): Brand Development through Strategic Partnerships and Acquisitions.
HUAWEI TECHNOLOGIES: “Partner for a Networked World”.
PHATRA SECURITIES: A Winning Alliance with Merrill Lynch.
12. Destination Brands. SHANGHAI: China’s Cheerleader.
DUBAI: The Jewel in the Desert.
13. Brand Management. WIPRO: Repositioning and Managing the Brand across Different Businesses.
PETRONAS: Malaysia’s Global Brand Ambassador.
RAFFLES INTERNATIONAL LIMITED: The Lifestyle Creator.
14. Holistic Branding: Total Organizational Change. OPUS INTERNATIONAL GROUP PLC: Where Branding Means Commitment and Total Change.
PENSONIC HOLDINGS BHD: Building a Regional Brand Holistically.
15. Conclusions.
Index.