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.
- ISBN10 1137489952
- ISBN13 9781137489951
- Publish Date 14 October 2016
- Publish Status Active
- Out of Print 10 November 2021
- Publish Country GB
- Publisher Macmillan Education UK
- Imprint Red Globe Press
- Edition 1st ed. 2017
- Format Paperback
- Pages 350
- Language English