ABSTRACT
This introduction presents an overview of the key concepts discussed in this book. The book seeks to shed new light on how brands are built in Asia through the eyes of those managing, enacting and consuming them. It explores in particular the practical, everyday challenges that surround the development of brands in Asia and how these are addressed not only by Asian-based chief executive officers (CEOs) and their brand marketing reports, but also through the operatives and customers on the ground. The book takes the reader on a guide through what the brand is, why it is so important and how it is, or should be, created. The chapter explores more deeply the principles of branding in key sectors across selected Asian market contexts using illustrative cases and vignettes. These are organized in brands expressed primarily through consumer products, brands expressed primarily through services and, finally, brands expressed as Asian destinations.
