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.
The Korean Wave (Hallyu) refers to the global popularity of South Korea’s cultural economy exporting pop culture, entertainment, music, TV dramas and movies.
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.
Mandarin Oriental is an iconic global Asian luxury hotel brand competing on excellent service, high quality, unique Asian authenticity and prime hotel locations delivering exceptional customer experiences across touch points.
According to a 2018 study by global management consultancy Bain & Company, the size of the global luxury market is USD 1.
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.
Some Asian brands are becoming successful well beyond Asia.
Founded in Singapore in 1996, Charles & Keith is a fast-fashion retailer of high-quality, stylish footwear and accessories including bags, eyewear and costume jewellery catered to modern Asian women.
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.
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.
The Jim Thompson Thai Silk Company from Thailand is a well-known Asian brand with great potential to become a strong international lifestyle brand.
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.
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.
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.
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.
What makes companies successful? How can companies achieve success that can be sustained across markets, customer segments and in the face of increasing competition? But most importantly, how can companies strategically leverage its resources, skills and competencies to effectively create a competitive advantage that can be sustained over long periods of time? These questions are.
Asian Brand Strategy provides key insights and knowledge about the rising Asian brands incl. model frameworks, brand cases and checklists on Asian branding. Download sample chapter.
