Asia Branding - Connecting Brands, Consumers and Companies

This core adoptable textbook provides a comprehensive treatment of branding in Asia, focusing on a wide range of key Asian countries including China, India, Japan, South Korea and members of ASEAN. This edited collection includes a unique blend of theory, research and practice across both consumer and corporate branding and discusses the topics of brand communication, brand relationships, social media branding, brand reputation, place brands, university branding and brand innovation. Looking at the relationship between companies, brands and consumers, this book highlights the need for a variety of strategic responses to meet the needs of different Asian consumers. is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.>

Product details

• Authors: Et Al Melewar, T C Melewar, T. C. Melewar, Bang Nguyen, Bang (East China University of Science and Nguyen, Bang Melewar Nguyen, Nguyen Bang, Don Schultz, Don E Schultz, Don E. Schultz, Schultz Don E.
• Assisted by: T. C. Melewar (Editor), Bang Nguyen (Editor), Don E. Schultz (Editor)
• Publisher: Macmillan
• Languages: English
• Product format: Paperback / Softback
• Released: 14.10.2016
• EAN: 9781137489951
• ISBN: 978-1-137-48995-1
• No. of pages: 350
• Subjects: Social sciences, law, business > Business > Advertising, marketing; B, Business and Management, Management science, Asia—Economic conditions, International business enterprises, Asian Business, Asian Economies;brand;branding;China;Japan;reputation