Marketing Management Case Study

Branding: The Asian Dilemma

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Abstract:
With the ever-increasing lookalikes in the marketplace, Asian companies have realised the need to differentiate themselves, not just on quality but on their identities. From being anonymous suppliers to established brands, Asian businesses have started asserting their identities through strategic branding. Although some Asian businesses still find it a costly idea to embrace, there do exist some success stories of companies who have beaten all odds to create their global brands.

Pedagogical Objective:

• To discuss the constraints faced by Asian companies while creating international brands
• To discuss the strategies that can help the Asian companies in establishing global brands.

Keywords : Original equipment manufacturers (OEM), Brands & Branding Case Study, Samsung, Sony, Canon, Interbrand, Pacific Corp, Cheoy Lee, Haier, Asian home gourmet, Lolita Lempicka, Laneige, Strategic branding, Brand marketing, BenQ, Euro 2004

Contents:

• What's in a Name?
• Proud to be Asian
• The Changing Mindset
• Miles to Go