Abstract
The practice of brand management has gone through substantial changes over the past few decades, and has evolved into a more integrated and visible part of overall corporate strategy. The evolution of the brand equity concept during the 1990s, the development of advanced financial brand valuation methods and their adoption by advisors and their clients, and the emergence of better brand tracking tools have all facilitated the elevation of the branding discipline beyond middle management and into the boardroom.
Vision without action is a daydream. Action without vision is a nightmare.
—Japanese proverb
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Notes
IndiGo Getter, Forbes Asia, October 2014.
Richard Tomlinson, “The 2004 Global 500 — L’Oréal’s CEO on Managing Globally,” Fortune, December 7, 2004.
Gail J. McGovern, David Court, John A. Quelch and Blair Crawford, “Bringing Customers into the Boardroom,” Gail J. McGovern, David Court, John A. Quelch, and Blair Crawford, Harvard Business Review, November 2004.
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© 2015 Martin Roll
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Roll, M. (2015). Ten Steps to Building an Asian Brand. In: Asian Brand Strategy (Revised and Updated). Palgrave Macmillan, London. https://doi.org/10.1057/9781137359179_9
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DOI: https://doi.org/10.1057/9781137359179_9
Publisher Name: Palgrave Macmillan, London
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