Marketing, Branding is key to survival in Asia

By: Kristie Thong, Singapore

Published: 9 hours 38 min ago

BRANDING ASIA

Regional - Emerging multinational companies in Asia will need brands to survive in the future, according to a new report from the Economic Intelligence Unit.

Companies in emerging Asia have grown into large businesses rapidly without using brands, as they were at the right place at the right time, but this will not continue. As cost advantages erode and Western counterparts with honed brands intensify competition, Asian companies will need to change their business models.

Called 'Brand and deliver: Emerging Asia's new corporate imperative' the report suggested branding is not only about succeeding in local markets, but also about going global, and businesses without a strong brand identity will find it difficult to do so. Meanwhile, branding strategy is not well understood in Asia. According to brand consultants in the region, many confuse branding with advertising, and they regard brands as their reward for building a successful business.  More on:

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