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Why should Asian countries concern themselves with “brand image”?
Author Dr Paul Temporal states that there are several reasons, one of which is order to survive in a changing world, countries must change as relying on past reputations does not always ensure success in the future.
As brands are strategic assets in their own right, they can bring both power and financial rewards. Brands can also help countries by replacing the “push” factor with the “pull” factor: strong brands differentiate and attract people to them rather than having to chase after them.
As the West has already established itself through the various brand images they produce, Asia is lagging behind, relying heavily on the West for an identity. It is for this reason, and many others that Temporal discusses, that Asian countries should concern themselves with the brand image.
A leading global expert on brand creation, development and management, Temporal is also the author of the branding books Branding in Asia and Advanced Brand Management. He is also a visiting professor at the Shanghai Jiao Tong University Business School.
- Sharil Dewa, The Star, May 14, 2004
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“I take delight in seeing such an excellent treatment, both theory and practice, of how public sector players in Asia can use branding in attracting public resources and public attention to great advantage. I hope this book will make public sector players in Asia more conscious of their branding responsibilities and opportunities.”
