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Successful Asian Brand Cases

In: Asian Brand Strategy (Revised and Updated)

Author

Listed:
  • Martin Roll

    (Martin Roll Company)

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, and resulted in the emergence of millions of middleclass consumers. This rising disposable income will not only buy them basic products but will also enable them 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, 2015. "Successful Asian Brand Cases," Palgrave Macmillan Books, in: Asian Brand Strategy (Revised and Updated), chapter 0, pages 141-182, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-35917-9_7
    DOI: 10.1057/9781137359179_7
    as

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