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Asian Brands Toward 2020 — A New Confidence in the Boardroom

In: Asian Brand Strategy

Author

Listed:
  • Martin Roll

Abstract

The business landscape in Asia will change rapidly in the coming years, and the opportunities for Asian companies to benefit from international branding will be larger than ever before. The growing emphasis on international branding will move up the boardroom agenda and branding will become one of the most prominent drivers of value in Asia Pacific in the next two decades. Branding is being discussed almost daily in the Asian media and at numerous conferences and seminars.

Suggested Citation

  • Martin Roll, 2006. "Asian Brands Toward 2020 — A New Confidence in the Boardroom," Palgrave Macmillan Books, in: Asian Brand Strategy, chapter 0, pages 215-235, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51306-8_10
    DOI: 10.1057/9780230513068_10
    as

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