{"product_id":"the-brutal-truth-about-asian-branding-and-how-to-break-the-vicious-cycle-hardback-9780470826478","title":"The Brutal Truth About Asian Branding; And How to Break the Vicious Cycle (Hardback) 9780470826478","description":"\u003cfont face=\"Georgia\"\u003e\r\n\u003cp\u003e\u003cfont size=\"6\"\u003eThe Brutal Truth About Asian Branding\u003c\/font\u003e\u003cbr\u003e\r\n\u003cfont size=\"5\"\u003eAnd How to Break the Vicious Cycle\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\r\n\u003cp\u003e\u003cfont size=\"4\"\u003eJoseph Baladi (Author)\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e9780470826478, Wiley\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eHardback, published 18 February 2011\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e250 pages\u003cbr\u003e23.6 x 15.8 x 2.3 cm, 0.581 kg\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\r\n\u003cp align=\"justify\"\u003e\u003cem\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\"The book delves into such insights to provide relevant information on the Asian market for all players.\" (\u003ci\u003eGlobal Innovation Report,\u003c\/i\u003e July 2011)\u003c\/p\u003e\u003c\/font\u003e\u003c\/em\u003e\u003c\/p\u003e\r\n\r\n\u003cp align=\"justify\"\u003e\u003cstrong\u003e\u003cfont size=\"3\"\u003e\u003cp\u003e\"This is one of the most thoughtful books on branding I've come across. Most such books are either quickly-crafted \"how-to\" books or academic tomes over-burdened with references. This book is thoughtful because it raises questions which deal with the 'why' rather than just 'how' of branding. The reference to brutal truth as the truth which will set us free—to examine ourselves without self-illusions—is liberating. The notion that Asia has many good, but no great brands, is also not a put-down but a clarion call for Asian CEOs to rise to the challenge and create lasting, meaningful, committed brands.\"\u003cbr\u003e—\u003cb\u003eHo Kwon Ping\u003c\/b\u003e, Chairman\/CEO; Banyan Tree and Board of Trustees, SMU; 2010 recipient of the \"Lifetime Achievement Award\" by the American Creativity Association\u003c\/p\u003e \u003cp\u003e\"A cold shower to wake people up. Joe Baladi's Brand Blueprint is a great tool for anyone involved in Sovereign Relationship Marketing or brand building anywhere.\"\u003cbr\u003e—\u003cb\u003eTimothy Love\u003c\/b\u003e, Vice Chairman; Chief Executive Officer, Omnicom APIMA\u003c\/p\u003e \u003cp\u003e\"There are many books about branding but few address Asian companies directly. Joe Baladi has been one of the loudest voices to advocate strong branding practices to Asian companies determined to outperform their competitors. \u003ci\u003eThe Brutal Truth About Asian Branding\u003c\/i\u003e is a timely book that all Asian CEOs with global aspirations should read.\"\u003cbr\u003e—\u003cb\u003eRichard Eu\u003c\/b\u003e, Group CEO, Eu Yan Sang International\u003c\/p\u003e \u003cp\u003e\"\u003ci\u003eThe Brutal Truth About Asian Branding\u003c\/i\u003e is the first book that connects branding frameworks to the realities of operating in Asia. It offers a very straightforward perspective on the challenges Asian CEOs face as they build their businesses and their brands, and perhaps the most compelling part of the book is the passionate plea for how Asian CEOs should be thinking different about branding. In true Baladi style, it is straight from the heart.\"\u003cbr\u003e—\u003cb\u003eMaarten Kelder\u003c\/b\u003e, Managing Partner (Asia), Monitor Group\u003c\/p\u003e \u003cp\u003e\"A very interesting and valuable perspective on Asian branding... one that decision makers in the region should read and embrace. Well done Joe!\"\u003cbr\u003e—\u003cb\u003eRon Sim\u003c\/b\u003e, Founder \u0026amp; CEO, OSIM International\u003c\/p\u003e \u003cp\u003e\"Brands mean Business, anywhere in the world! The focus on Asia, at this time, is natural since the developing nations of the region did so much to help the world recover from the global 2008 economic crisis. Baladi's text is timely; it is thoughtful and thought-provoking; putting people and brands center stage with practical insights borne of his breadth of personal experience at the frontline.\"\u003cbr\u003e—\u003cb\u003eChris D. Beaumont\u003c\/b\u003e, Professor, Tokyo University, Global Centre of Excellence; Director, North Asia, Results International\u003c\/p\u003e \u003cp\u003e\"The brutal truth is that Joe Baladi is right. Asian CEOs must learn the brand skills used so successfully in the rest of the world. It will take a big change in mentality, but the rewards will be vast. This book is a great start to that revolution.\"\u003cbr\u003e—\u003cb\u003eMichael Newman\u003c\/b\u003e, Author, \u003ci\u003e22 Irrefutable Laws of Advertising\u003c\/i\u003e\u003c\/p\u003e\u003c\/font\u003e\u003c\/strong\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003e\u003cp\u003eIntroduction 1\u003c\/p\u003e \u003cp\u003e\u003cb\u003e1. A Time of Profound Change 7\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe old world order 7\u003c\/p\u003e \u003cp\u003eThe new world order 9\u003c\/p\u003e \u003cp\u003eThe rest of Asia 14\u003c\/p\u003e \u003cp\u003eToll-gates and vision 16\u003c\/p\u003e \u003cp\u003e\u003cb\u003e2. Five Reasons Why There are Very Few Great Asian Brands 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMyopic CEO leadership 26\u003c\/p\u003e \u003cp\u003eCorporate culture is by default, rather than by design 32\u003c\/p\u003e \u003cp\u003eCharlatan brand practitioners 33\u003c\/p\u003e \u003cp\u003ePerformance of government agencies 36\u003c\/p\u003e \u003cp\u003eAdvertising agencies’ lack of branding competencies 41\u003c\/p\u003e \u003cp\u003eConclusion 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003e3. Redefining Brand, Branding, and Advertising 49\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBrand and branding: Thinking differently 49\u003c\/p\u003e \u003cp\u003eBranding made easy: The People Analogy 57\u003c\/p\u003e \u003cp\u003eThe brand blueprint 70\u003c\/p\u003e \u003cp\u003eThe brand proposition 74\u003c\/p\u003e \u003cp\u003eThe relationship between branding and advertising 79\u003c\/p\u003e \u003cp\u003e\u003cb\u003e4. Pre-Branding 87\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eOverview of the business and branding flowchart 89\u003c\/p\u003e \u003cp\u003eBusiness goals and business strategy 90\u003c\/p\u003e \u003cp\u003eThe role of corporate guiding principles 97\u003c\/p\u003e \u003cp\u003eCharting the road to a successful business 132\u003c\/p\u003e \u003cp\u003e\u003cb\u003e5. Brand Strategy 139\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIf you don’t make a choice, the choice makes you 139\u003c\/p\u003e \u003cp\u003eDifferentiation 140\u003c\/p\u003e \u003cp\u003eEmotional dimension 147\u003c\/p\u003e \u003cp\u003eFocused target audience 159\u003c\/p\u003e \u003cp\u003eAbility to innovate and stay relevant 165\u003c\/p\u003e \u003cp\u003eCEO involvement and leadership 170\u003c\/p\u003e \u003cp\u003eEmployee involvement and commitment 178\u003c\/p\u003e \u003cp\u003eIntelligent brand architecture 193\u003c\/p\u003e \u003cp\u003eCSR: The new branding imperative 204\u003c\/p\u003e \u003cp\u003eSummary 210\u003c\/p\u003e \u003cp\u003e\u003cb\u003e6. Methodology instead of Mythology 215\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePositioning or repositioning? 218\u003c\/p\u003e \u003cp\u003ePreparing for a (positioning or repositioning) branding project 219\u003c\/p\u003e \u003cp\u003eThe strategy-centric brand development methodology 224\u003c\/p\u003e \u003cp\u003eCosting the project proposal 235\u003c\/p\u003e \u003cp\u003e\u003cb\u003e7. Brand into Action: Delivering against Your Promise 241\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eBe careful what you promise 241\u003c\/p\u003e \u003cp\u003eMaking the brand come alive 244\u003c\/p\u003e \u003cp\u003eSummary 261\u003c\/p\u003e \u003cp\u003e\u003cb\u003e8. Conclusion 263\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eThe future is here 263\u003c\/p\u003e \u003cp\u003eCaught up in a good thing 264\u003c\/p\u003e \u003cp\u003eThe “Asian\/Chinese Century” 265\u003c\/p\u003e \u003cp\u003eEverything is connected; the rest is conceptual 266\u003c\/p\u003e \u003cp\u003eSummary: Tomorrow’s Asian CEO today 270\u003c\/p\u003e \u003cp\u003eIndex 275\u003c\/p\u003e\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\u003cp\u003e\u003cfont size=\"3\"\u003eSubject Areas: Business \u0026amp; management [\u003ca title=\"See our other books on Business \u0026amp; management\" href=\"https:\/\/freshlyprintedbooks.co.uk\/search?q=%22Business%20\u0026amp;%20management%20%5BKJ%5D%22\"\u003eKJ\u003c\/a\u003e]\u003c\/font\u003e\u003c\/p\u003e\r\n\r\n\r\n\u003c\/font\u003e","brand":"Wiley","offers":[{"title":"Brand New","offer_id":52278030237976,"sku":"9780470826478","price":30.76,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0730\/2037\/5320\/files\/9780470826478.jpg?v=1781456735","url":"https:\/\/freshlyprintedbooks.co.uk\/products\/the-brutal-truth-about-asian-branding-and-how-to-break-the-vicious-cycle-hardback-9780470826478","provider":"Freshly Printed Books","version":"1.0","type":"link"}