{"product_id":"the-brutal-truth-about-asian-branding-9780470826478","title":"The Brutal Truth about Asian Branding","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cp\u003eThis is one of the most thoughtful books on branding I''ve come across. Most such books are either quickly-crafted how-to books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the ''why'' rather than just ''how'' of branding. The reference to brutal truth as the truth which will set us freeto examine ourselves without self-illusionsis liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands.\u003cbr\u003e\u003cb\u003eHo Kwon Ping\u003c\/b\u003e, Chairman\/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the Lifetime Achievement Award by the American Creativity Association\u003c\/p\u003e \u003cp\u003eA cold shower to wake people up. Joe Baladi''s Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere.\u003cbr\u003e\u003cb\u003eTimothy Love\u003c\/b\u003e, Vice Chairman; Chief Execu\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003e\"The book delves into such insights to provide relevant information on the Asian market for all players.\" (\u003ci\u003eGlobal Innovation Report,\u003c\/i\u003e July 2011)\u003c\/p\u003e\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003eIntroduction.  \u003cp\u003e\u003cb\u003e1. A Time of Profound Change\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eThe old world order.\u003c\/p\u003e \u003cp\u003eThe new world order.\u003c\/p\u003e \u003cp\u003eThe rest of Asia.\u003c\/p\u003e \u003cp\u003eToll-gates and vision.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. Five Reasons Why There are Very Few Great Asian brands\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003e1. Myopic CEO leadership.\u003c\/p\u003e \u003cp\u003e2. Corporate culture is by default, rather than by design.\u003c\/p\u003e \u003cp\u003e3. Charlatan brand practitioners.\u003c\/p\u003e \u003cp\u003e4. Performance of government agencies.\u003c\/p\u003e \u003cp\u003e5. Advertising agencies’ lack of branding competencies.\u003c\/p\u003e \u003cp\u003eConclusion.  \u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Redefining Brand, Branding, and Advertising\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eBrand and branding: Thinking differently.\u003c\/p\u003e \u003cp\u003eBranding made easy: The People Analogy.\u003c\/p\u003e \u003cp\u003eThe brand blueprint.\u003c\/p\u003e \u003cp\u003eThe brand proposition.\u003c\/p\u003e \u003cp\u003eThe relationship between branding and advertising.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Pre-Branding\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eOverview of the business and branding flowchart.\u003c\/p\u003e \u003cp\u003eBusiness goals and business strategy.\u003c\/p\u003e \u003cp\u003eThe role of corporate guiding principles.\u003c\/p\u003e \u003cp\u003eSummary: Charting the road to a successful business\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5.  Brand Strategy\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eIf you don’t make a choice, the choice makes you.\u003c\/p\u003e \u003cp\u003eDifferentiation.\u003c\/p\u003e \u003cp\u003eEmotional dimension.\u003c\/p\u003e \u003cp\u003eFocused target audience.\u003c\/p\u003e \u003cp\u003eAbility to innovate and stay relevant.\u003c\/p\u003e \u003cp\u003eCEO involvement and leadership.\u003c\/p\u003e \u003cp\u003eEmployee involvement and commitment.\u003c\/p\u003e \u003cp\u003eIntelligent brand architecture.\u003c\/p\u003e \u003cp\u003eCSR: The new branding imperative.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6.  Methodology instead of Mythology\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003ePositioning or repositioning?\u003c\/p\u003e \u003cp\u003ePreparing for a (positioning or repositioning) branding project.\u003c\/p\u003e \u003cp\u003eThe strategy-centric brand development methodology.\u003c\/p\u003e \u003cp\u003eCosting the project proposal. \u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Brand into Action: Delivering against Your Promise\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eBe careful what you promise.\u003c\/p\u003e \u003cp\u003eMaking the brand come alive.\u003c\/p\u003e \u003cp\u003eSummary.\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Conclusion\u003c\/b\u003e.\u003c\/p\u003e \u003cp\u003eThe future is here.\u003c\/p\u003e \u003cp\u003eCaught up in a good thing.\u003c\/p\u003e \u003cp\u003eThe \"Asian\/Chinese Century\".\u003c\/p\u003e \u003cp\u003eEverything is connected; the rest is conceptual.\u003c\/p\u003e \u003cp\u003eSummary: Tomorrow’s Asian CEO today.\u003c\/p\u003e \u003cp\u003eIndex.\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49402431242583,"sku":"9780470826478","price":33.24,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780470826478.jpg?v=1730480382","url":"https:\/\/bookcurl.com\/products\/the-brutal-truth-about-asian-branding-9780470826478","provider":"Book Curl","version":"1.0","type":"link"}