Latest Articles

Air China – The Quintessential Chinese Brand

Air China - The Quintessential Chinese Brand - Martin Roll

As the only official flag-carrying airline in the country and the only airline granted preferential treatment by the Chinese government in international operations, Air China is currently positioned .  

Martin Roll on building strong Chinese brands

Martin Roll on building strong Chinese brands - Martin Roll

For CKGSB Knowledge, Martin Roll talks about the state of branding in Chinese companies and strategies that will help build truly global Chinese brands. As Chinese business leaders are focusing their .  

Leading effectively across generations

Leading across generations - Martin Roll

Great leaders are defined by their ability to unite groups of unique individuals around a common vision. The only universally effective leadership strategy in modern organizations filled with .  

The Huawei brand takes on the world

For CKGSB Knowledge, Martin Roll discusses Huawei’s rise as a regional company to a global leader taking on the world, particularly the United States. But it is not a journey without challenges for .  

Transforming the view on Asian consumer psychology

Transforming the view on Asian consumer psychology - Martin Roll

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 .  

Versatility is the key to effective leadership

Versatility is the key to effective leadership - Martin Roll

In a world where everyone is unique, there is no one-size-fits-all leadership strategy. Great leaders must have the adaptability to lead diverse teams, aligning and coalescing different personalities, .  

Branding by the numbers – measuring brand value, equity and marketing activity

Branding By Financial Numbers - Measuring Brand Value and Brand Equity - Martin Roll

The primary objective of boardrooms is to build and sustain shareholder value over the long-term. If a firm wants to achieve sustained success, building and sustaining brand equity and superior brand .  

Identity myths and storytelling are keys to building iconic brands

Identity myths and storytelling are keys to building iconic brands - Martin Roll

Many companies aspire to build brands that eventually get etched in the culture of the society and become cultural icons, but very few are able to achieve iconic status. Iconicity does not happen by .  

Fiji Water – The exotic water brand

Fiji Water – The exotic water brand - Martin Roll

There are few product categories where branding activities make such a dramatic impact on competitiveness and differentiation than in bottled water. As many in the bottled water category have .  

Branding – the strongest value driver for Asia

Branding - the strongest value driver for Asia - Martin Roll

Branding drives shareholder value. The primary objective of boardrooms is to build and sustain shareholder value, and deliver competitive returns to shareholders. Strong brands with unique appeal .