By Martin Roll (auth.)
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Extra resources for Asian Brand Strategy: How Asia Builds Strong Brands
For the marketing function to become an integrated part of the boardroom agenda, the key issue for the future is to focus on demonstrating the financial consequences of marketing expenditures. Many academic marketing interest groups are investing large resources in this important area. 36 Apart from the cross-functional team and ﬁnancial orientation described above, the key skill set required is a brand toolbox. It comprises three components: brand audit, brand strategy and brand marketing plan.
The advertising campaign was a resounding success and Chang has not looked back since then. Chang leveraged its symbol and name (Chang means elephant in Thai) to become the Thai beer. 5 Transforming how we understand Asian cultures and consumers The Chang Beer example illustrates the importance for Asian brands to stay tuned to the rapid developments in Asian societies; the need for Asian brands to capture what it means for consumers to be modern and Asian. This recommendation can even be extended to include a regional outlook.
Urban divide ■ A region where Asian music and images are gaining prominence every day, rather than being invaded by American imperialism. Finally, developing brands that are successful in the Asian market also requires that companies understand the psychology of the Asian consumer by: 31 Asian Brand Strategy 32 ■ Nuancing the view that all Asian cultures are collectivist by looking at the different forms of in-group affiliations in Asia ■ Looking at the specific form of conformity existing in Asia where consumers try to be different but in the same way as other people around them, using an individualist type of conformity.