Branding trends in Asian markets

Research output: Chapter in Book/Report/Conference proceedingChapterProfessional

Abstract

This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in the field of branding that have occurred in different Asian markets at different times. For example, the development of branding as a management strategy followed benefit-driven product management in both Japan and South Korea some decades ago. This development can now be witnessed in selected industries in China. Whether or not other Asian nations show similar developments (e.g. Indonesia) would be a topic for further investigation. Nevertheless, the following four Asian branding trends serve as the main outcomes of this research: extending the corporate brand into new fields of business, extending the corporate brand into diverse product categories, acquisition of Western brands by Asian investors and top-management support in brand building.
Original languageEnglish
Title of host publicationMultinational management
Subtitle of host publicationa casebook on Asia's global market leaders
EditorsRien Segers
PublisherSpringer International Publishing Switzerland
Pages311-328
ISBN (Electronic)978-3-319-23012-2
ISBN (Print)978-3-319-23011-5
DOIs
Publication statusPublished - Jan 2016

Keywords

  • marketing
  • brands
  • asia

Cite this

Bakker, D. (2016). Branding trends in Asian markets. In R. Segers (Ed.), Multinational management : a casebook on Asia's global market leaders (pp. 311-328). Springer International Publishing Switzerland. https://doi.org/10.1007/978-3-319-23012-2_17
Bakker, Diederich. / Branding trends in Asian markets. Multinational management : a casebook on Asia's global market leaders. editor / Rien Segers. Springer International Publishing Switzerland, 2016. pp. 311-328
@inbook{8fa55516986d4430b361c772c1aae76f,
title = "Branding trends in Asian markets",
abstract = "This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in the field of branding that have occurred in different Asian markets at different times. For example, the development of branding as a management strategy followed benefit-driven product management in both Japan and South Korea some decades ago. This development can now be witnessed in selected industries in China. Whether or not other Asian nations show similar developments (e.g. Indonesia) would be a topic for further investigation. Nevertheless, the following four Asian branding trends serve as the main outcomes of this research: extending the corporate brand into new fields of business, extending the corporate brand into diverse product categories, acquisition of Western brands by Asian investors and top-management support in brand building.",
keywords = "marketing, brands, asia, marketing , merken, azi{\"e}",
author = "Diederich Bakker",
year = "2016",
month = "1",
doi = "10.1007/978-3-319-23012-2_17",
language = "English",
isbn = "978-3-319-23011-5",
pages = "311--328",
editor = "Rien Segers",
booktitle = "Multinational management",
publisher = "Springer International Publishing Switzerland",

}

Bakker, D 2016, Branding trends in Asian markets. in R Segers (ed.), Multinational management : a casebook on Asia's global market leaders. Springer International Publishing Switzerland, pp. 311-328. https://doi.org/10.1007/978-3-319-23012-2_17

Branding trends in Asian markets. / Bakker, Diederich.

Multinational management : a casebook on Asia's global market leaders. ed. / Rien Segers. Springer International Publishing Switzerland, 2016. p. 311-328.

Research output: Chapter in Book/Report/Conference proceedingChapterProfessional

TY - CHAP

T1 - Branding trends in Asian markets

AU - Bakker, Diederich

PY - 2016/1

Y1 - 2016/1

N2 - This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in the field of branding that have occurred in different Asian markets at different times. For example, the development of branding as a management strategy followed benefit-driven product management in both Japan and South Korea some decades ago. This development can now be witnessed in selected industries in China. Whether or not other Asian nations show similar developments (e.g. Indonesia) would be a topic for further investigation. Nevertheless, the following four Asian branding trends serve as the main outcomes of this research: extending the corporate brand into new fields of business, extending the corporate brand into diverse product categories, acquisition of Western brands by Asian investors and top-management support in brand building.

AB - This chapter examines current branding trends in significant Asian markets, namely Japan, South Korea, and India, with a special focus on one emerging branding nation, China. No generalizations towards the whole of Asia can be drawn from this research. However, research identified some aspects in the field of branding that have occurred in different Asian markets at different times. For example, the development of branding as a management strategy followed benefit-driven product management in both Japan and South Korea some decades ago. This development can now be witnessed in selected industries in China. Whether or not other Asian nations show similar developments (e.g. Indonesia) would be a topic for further investigation. Nevertheless, the following four Asian branding trends serve as the main outcomes of this research: extending the corporate brand into new fields of business, extending the corporate brand into diverse product categories, acquisition of Western brands by Asian investors and top-management support in brand building.

KW - marketing

KW - brands

KW - asia

KW - marketing

KW - merken

KW - azië

UR - http://www.mendeley.com/research/branding-trends-asian-markets

U2 - 10.1007/978-3-319-23012-2_17

DO - 10.1007/978-3-319-23012-2_17

M3 - Chapter

SN - 978-3-319-23011-5

SP - 311

EP - 328

BT - Multinational management

A2 - Segers, Rien

PB - Springer International Publishing Switzerland

ER -

Bakker D. Branding trends in Asian markets. In Segers R, editor, Multinational management : a casebook on Asia's global market leaders. Springer International Publishing Switzerland. 2016. p. 311-328 https://doi.org/10.1007/978-3-319-23012-2_17