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ASIAN BRANDING: A GREAT WAY TO FLY, written by Asia's most respected practitioner in the field, Ian Batey, the creator of the Singapore Girl, is the first definitive guide to building global power brands in Asia.
Batey crusades a massive global marketing war in which Asian brands rise from nothing to beat Western and Japanese power brands at their own game. He identifies how a diverse range of products and commodities in Asia and Australasia can become global power brands by the year 2020. All that's now needed is focused application of the three C's: Creativity, Courage and Confidence.
Batey leads readers through the Asian marketing minefield, sharing the step-by-step strategic processes of famous market leaders. Batey takes us behind the scenes for a glimpse of Singapore Airlines, Mercedes-Benz, Shangri-La Hotels, Singapore Tourism Board, Tiger Beer, United Overseas Bank, and more. Batey delivers page after page of practical and inspiring guidance, spiced with his often irreverent wit and illuminated with brand-building ads, unique charts and diagrams.
Batey crusades a massive global marketing war in which Asian brands rise from nothing to beat Western and Japanese power brands at their own game. He identifies how a diverse range of products and commodities in Asia and Australasia can become global power brands by the year 2020. All that's now needed is focused application of the three C's: Creativity, Courage and Confidence.
Batey leads readers through the Asian marketing minefield, sharing the step-by-step strategic processes of famous market leaders. Batey takes us behind the scenes for a glimpse of Singapore Airlines, Mercedes-Benz, Shangri-La Hotels, Singapore Tourism Board, Tiger Beer, United Overseas Bank, and more. Batey delivers page after page of practical and inspiring guidance, spiced with his often irreverent wit and illuminated with brand-building ads, unique charts and diagrams.