By Martin Roll (auth.)
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Extra resources for Asian Brand Strategy (Revised and Updated): Building and Sustaining Strong Global Brands in Asia
Involve all stakeholders. 5. Balance brand promise with brand delivery = touch points. 6. Innovation – The strategic theme towards 2020. 7. Glocalize: Be culturally knowledgeable and sensitive. 8. Unique organizational culture – live the brand. 9. Measure and benchmark brand performance. 10. Avoid arrogance and complacency – raise the bar and be your own change agent. Source: Martin Roll Company. 33 Branding – The Driver of a Successful Business Strategy effective companies have found ways to identify key performance indicators (KPIs) that matter to both CMOs and CFOs.
As brands enter different cultures, they must carefully tread the standardizationcustomization continuum wherein they not only retain the inherent brand identity, but also adopt the brand elements (images, advertising, channels, and others) that appeal to the local tastes and preference of customers. De Beers quickly realized this when conducting research in Asian markets. In South Korea, jewelry purchases happen around weddings. In Thailand, the desire for adornment motivates jewelry purchases.
Does the boardroom believe that branding drives ROI? What are the opportunities and challenges moving forward with a brand strategy? Does the boardroom have a shared brand vision for the entire corporation? Will the overall brand management be led by the boardroom? Skills: Has the boardroom conducted a strategic brand audit comprising the relevant brand portfolio (incl. the corporate brand) to assess strengths and weaknesses? Has the boardroom decided on a comprehensive and long-term brand strategy linked closely to the overall business strategy?
Asian Brand Strategy (Revised and Updated): Building and Sustaining Strong Global Brands in Asia by Martin Roll (auth.)