Asia Branding: Connecting Brands, Consumers and Companies
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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.
Asia Branding is the perfect resource for branding and international marketing undergraduate, postgraduate and MBA students looking to gain further insight into this fascinating subject.Format:Paperback
Language:English
ISBN:1137489952
ISBN13:9781137489951
Release Date:October 2016
Publisher:Red Globe Press
Length:350 Pages
Weight:1.25 lbs.
Dimensions:0.8" x 6.3" x 9.3"
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