Mention “Huawei” and most people would immediately associate the brand with the latest, high-quality technological products.
There are few product categories where branding activities make such a dramatic impact on competitiveness and differentiation than in bottled water.
The Jim Thompson Thai Silk Company from Thailand is a well-known Asian brand with great potential to become a strong international lifestyle brand.
From an early start in 1994, Banyan Tree Hotels & Resorts has grown into one of Asia’s most successful hospitality brands with numerous international awards and accolades from publications like the prestigious Condé Nast Traveler and others.
Hermès International, sometimes also referred to as Hermès of Paris or Hermes, is a French luxury goods manufacturer.
Of the handful of Asian brands that usually make it to any global brand rankings, most like Sony, Canon, and so on originate from Japan.
The Korean Wave (Hallyu) refers to the global popularity of South Korea’s cultural economy exporting pop culture, entertainment, music, TV dramas and movies.
The TWG Tea brand strategy is built on the promise of providing a high-quality tea experience and education for the discerning global tea consumer.
AmorePacific aims to become a global Korean beauty company with a brand portfolio competing on innovation, quality, marketing and authentic Korean cool.
Management is not leadership.
Kering is one of the world’s largest luxury goods holding companies.
Owned by its legendary founder, Ralph Lauren is an iconic American fashion brand built on an essential lifestyle promise.
Think of any high-end consumer durable like a camera, MP3 player, integrated mobile phone, plasma television, or even camcorders, and it is only natural that Samsung comes to mind.
Think about one of the strongest brands from Asia, and chances are that Singapore Airlines (SIA) and its long-serving, almost iconic Singapore Girl easily come to mind.
Shang Xia is a Chinese luxury fashion brand backed by Hermès offering high-quality products with a contemporary twist on traditional Chinese aesthetics and crafts.
The world had started noticing it some time back, but when a Chinese e-commerce company created the world’s biggest Initial Public Offering (IPO) valued at USD 25 billion in September 2014, it was really an event for everyone to take further notice.
In a globalised world with more competitors vying for shelf space across the globe, consumers are overloaded with information and continue to place increasing importance on brands.
In the next 10 years, a rapid changing landscape will emerge in Asia where the opportunities for Asian companies to benefit from branding efforts will be larger than ever before.
The Shangri-La brand began in 1971 with its first hotel in Singapore.
The concept of the world being flat has extended beyond geographical boundaries to the rapid blurring and demolition of economic ones.
There are over 350 million luxury consumers in the world, according to a 2015 study by global management consultancy Bain & Company.
Next generation leadership is about leading in the most turbulent of times, and successful next generation leaders will be masters of change and resilience.
The central purpose of branding is to guide the consumer to choose your product a midst a dizzying array of alternatives.
India’s beauty and attractiveness lies in its complexity and diversity.
The luxury online fashion retailer Net-A-Porter was launched in London by Natalie Massenet in June 2000.
The rapid growth of the Asian beauty industry over the last few years has caught everyone’s attention.
Zara is one of the world’s most successful fashion retail brands – if not the most successful one.
The Giorgio Armani brand owned and run by the founder designer Giorgio Armani has earned the much hallowed space in the fashion industry through its superior design, relevant themes and trends.
The face of business in Asia is changing faster than one can blink one’s eyes.
The number of Chief Strategy Officer (CSO) appointments have been growing steadily over the years.
A great mentor is able to lead their mentee with empathy, sensitivity and patience, while constantly adapting to changing times and complex circumstances.
Persuasion plays a role in everyone’s life, and for some people like marketers or politicians, it plays an even bigger part.
Nike, Starbucks, Disney, McDonald’s, IKEA, Nokia, IBM, Coca-Cola and LEGO are some of the best known global brands around.
Originally from Malaysia, BritishIndia has carved out a niche for itself in the lifestyle segment of the Asian fashion retail market over the last 18 years.
The traditional retail industry and associated business models have gone through a significant phase of disruption.
All companies aspire to build brands that eventually get etched in the culture of the society and become cultural icons.
The Apple Watch was launched in April 2015 and ushered in a new era where fashion and technology began to move closer to each other.
It is paramount that brands stand for something in today’s complex and ever-evolving local and global marketplaces.
Created by Sanrio Ltd, founded in 1960 by Shintaro Tsuji, Hello Kitty is one of the truly phenomenal brands to emerge from Japan.
Amanresorts is one of the most iconic brands to have emerged from Asia.
Forever 21 became one of the largest and most competitive fast fashion retail brands in the world competing on cheap price points, merchandise, prime locations and rapid global logistics.
The concept of rebranding is an often-misunderstood one.
Brand positioning is the process of creating a distinctive offering for a brand, which differentiates the brand in the hearts and minds of the consumer, enhances its appeal and positively impacts current and future purchase potential.
In the recent past, organisations were using brand architecture to manage increasingly complex brand portfolios and implement business strategies that would allow them to manage their innovation pipelines.
Brand valuation is a domain of branding that is marred by inconsistencies and controversies.
The role of the Chief Marketing Officer (CMO) continues to evolve as the marketing function becomes more strategic but also equally complex and challenging.
Even though there are several definitions of brand equity and multiple methods of measuring it, one thing is accepted as a fact by all marketers, it is very difficult to measure.
A highly relevant and discussed topic in the domain of branding is the importance of maintaining consistency for brands in marketplaces characterized by diverse cultures, increasingly empowered customers and ever changing trends and customer preferences.
The importance of having a strategic vision and a clearly defined management process for brand architecture has increased significantly over the years.
No resource allocation is more important than the allocation of the most senior leaders responsible for shaping the identity and future of a brand.
With the immense power bestowed upon consumers by the Internet and an ever expanding means of communication, consumption and interaction, companies have been forced to rethink their branding and business models.
Air China aims to become a global Chinese airline brand dedicated to excellent operations, service levels and quality across the entire organization.
Great leaders are defined by their ability to unite groups of unique individuals around a common vision.
Most consumer behaviour models used in boardrooms today were developed in Western countries and based on the perspective of the individual as an independent, autonomous identity, free to make decisions based on purely personal desires and affiliations, living life in accordance with Maslow’s hierarchy of needs.
In a world where everyone is unique, there is no one-size-fits-all leadership strategy.
The primary objective of boardrooms is to build and sustain shareholder value over the long-term.
Many companies aspire to build brands that eventually get etched in the culture of the society and become cultural icons, but very few are able to achieve iconic status.
A brand is created out of thousands of experiences with products, services and systems created by people.
Some Asian brands are becoming successful well beyond Asia.
Globalization has had a tremendous impact on businesses in general.
Brands play an important role in modern society – a role which cannot be denied in scope and scale.
Marketing thought has strongly advocated differentiation of products and services as a means of achieving competitive advantage.
One of the biggest implications of globalization for companies seeking to expand to foreign shores is the task of balancing standardization with customization.
Apple Computers, Starbucks Coffee, Virgin Group, L’Oreal, Louis Vuitton, Nike, Singapore Airlines, Banyan Tree and Samsung are among some of the most successful brands in the world.
Commoditization and replication have always been a fact of competitive markets.
Global companies face a constant need to grow.
Many potential challenges exist when a company tries to reinvent itself.
So much of a brand’s future success now depends on how they manage the mobile, social and digital revolution.
Opportunity and fear must motivate leaders to pursue innovation as the ultimate differentiator.
In the last ten to fifteen years, a new paradigm of global business has emerged.
Organisations of all sizes, in all industries, in all parts of the world must innovate to achieve sustained competitive advantage.
The face of business in Asia is changing faster than one can blink one’s eyes.
The Chief Marketing Officer (CMO) has become one of the more commonly talked about corporate designations in recent years.
For the modern brand, sustainable competitive advantage can not be built upon logo design, taglines, packaging or marketing campaigns.
Mergers and acquisitions can be valuable for a brand for many reasons: improving existing products or services, change of personality or direction, a gateway to foreign markets, and acquiring talented people or intellectual property.
The orientation of brand management has gone through substantial changes over the last decades, and has evolved as a more integrated and visible part of the overall corporate strategy.
A brand is the identity of a company, product, service in the minds of consumers that is built through hundreds of experiences and interactions, reinforced by word of mouth references of others.
Gone is the era in which the developed economies of Western Europe and North America ruled the global business landscape with their well developed markets, massive middle class populations, considerable level of disposal income, well established institutional intermediaries and continually growing economies.
One of the biggest challenges for Asian companies apart from the prevailing trading mindset is the “Made In” tag in order for them to build and sustain strong brands.
Nike is known around the world for being one of the most iconic brands.
In an analysis of the coming “Asian century”, investment bank Goldman Sachs outlined the impending domination of China and India as economic and technological powerhouses in the global scene.
It is quite clear that this is going to be Asia’s century.
The fast changing business landscape has made strong brands highly crucial to a company’s success.
Branding enhances shareholder value, it can become a catalyst for better leadership, it enables to drive a shared vision throughout the organization, and it can help to balance short- and long-term perspectives and performance.
One of the most pervasive domains in the last forty years that has captured the attention of CEOs, consultants, managers and academics is branding.