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Successful Asian Brand Cases

In: Asian Brand Strategy

Author

Listed:
  • Martin Roll

Abstract

Brands will become a prominent business driver and a strong source of sustainable competitive advantage and financial value in Asia during the next two decades for the reasons discussed so far. The region is going through an era of renewed growth, development and prosperity. This has resulted in a new and profound confidence throughout Asia. The booming economies of China, India, Thailand and Malaysia have resulted in the emergence of millions of middle-class consumers with an increasing disposable income. This rising disposable income will not only buy them basic products but will also enable consumers to buy brands. This potential consumer power can serve as a strong platform for building and managing brands in the region.

Suggested Citation

  • Martin Roll, 2006. "Successful Asian Brand Cases," Palgrave Macmillan Books, in: Asian Brand Strategy, chapter 0, pages 129-160, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-51306-8_7
    DOI: 10.1057/9780230513068_7
    as

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