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“Branding in Asia addresses an unusual situation in Asia – how is it that a region which has such high brand appreciation produces few international brands of its own? The author’s analysis of actual case studies, ranging from powerful global brands to local companies, illustrates his points clearly. This, coupled with a sensitive understanding of the cultural differences in the region makes it an excellent reference for everyone working with brands.”
- Felix Herrnberger, President of BMW Asia Pte Ltd
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“Paul Temporal succinctly dissects the often mystical qualities that make up a successful brand. Too often Western insights, models and case studies are applied arbitrarily across the globe. It is so refreshing to see branding tackled from a purely Asian perspective. An invaluable reference book and eminently readable, the step-by-step style and volume of relevant cases and examples makes this a "must-have" for any manager in Asia looking to embark on creating his own regional or global brand.”
- Ray Dempsey, Area Manager of McCann-Erickson, South East Asia
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Guide To Building A Solid Brand
Name it, from soft drinks to toothpaste, Asian taste is generally partial towards a foreign brand. Nevertheless, to say that local companies cannot produce, for example, a tastier sugared drink, is a travesty to common sense.
Why then, are Asians (including Malaysians) still enamoured with foreign brands?
According to the author of this book, Dr. Paul Temporal, the reason lies on the mindset of local companies which have never placed brand building high on their priority list. Perhaps, decision makers in these companies should read this book and start their long overdue rehabilitation towards putting more emphasis on brand building.
For one thing, within the pages of this book, they will, learn techniques and issues that can help them improve the standing and prominence of their brands among local consumers. Some of the issues that are discussed in this book are ways to identify brand positioning, as well as the importance of understanding markets and market segments when crafting brand strategies.
The major part of the book, which is the right strategies needed to create and maintain a powerful brand position, is tackled from chapter four onwards. Here, Temporal stresses the need to make brand positioning a strategic proposition rather than a tactical one. This is so because, according to him, brand positioning needs to be a long-term endeavour, and as such requires long-term planning. At the end of each chapter, Temporal has inserted case studies to highlight his points.
Many of these case studies are about Asian companies which have successfully developed their brands for the world stage. Among the Malaysian companies who were mentioned are Malaysian Mosaics Berhad and Royal Selangor International Sdn Bhd.
This book will be a good reference point for anyone interested in reading about branding from an Asian point of view.
- S. Jai Shankar, New Straits Times, December 28, 1999
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“Paul Temporal shows how the fundamental principles of brand building are transferable to the Asian environment. A diverse collection of Asian cases should convince us that the 21st century will see the emergence of more Asian regional and global megabrands.”
