Asian Branding: A Great Way To Fly

Unique Features of Asian 1. Batey seeks a stable of at least twenty new Asian global power brands in a series of challenging country-by-country profiles. He investigates a diverse range of products and commodities in Asia; macros their present strengths and weaknesses and explores how they can become global power brands by 2020. His views will make this book truly controversial as Batey takes some Asian marketers to task while others will find his words inspiring and insightful. 2. For the first time ever, the real inside story behind the development of the Singapore Girl campaign and the daring decisions made by the fledgling airline as it took on the giant airlines of the early 1970s. This will be a must-read chapter for every marketing executive and advertising agency account handler. It will become one of the most quoted chapters of any marketing book as it demonstrates the success of unconventional, breakthrough strategic advertising. 3. Batey’s report card on the Asian advertising industry. What has it achieved? Where has it failed? Batey is the only industry leader qualified to write this analysis that will be widely quoted by the Asian trade press. 4. For every Asian brand builder stuck for a strategy, Batey provides his proven guidelines on how to build a global brand from ground zero. 5. For overseas-based brand builders looking at Asia from a distance, Batey brings them up to speed on the volatile Asian branding game.