ABSTRACT
Drawn from the dawn of marketing theory in the 1960s, the original marketing frameworks revolved around the segmentation practices of consumer goods manufacturers such as Unilever, P&G and Colgate-Palmolive. In Asia – likewise – the original brand building narratives also focus on the Western consumer goods giants – albeit with more emphasis given to the consumer electronics sector and the likes of Sony and Samsung. This chapter shows some of these 'classics' along with some newer and less-explored cases into the following four main sections: 'Building and Competing', 'Frontlining', 'Marketing the Brand' and, finally, '(Re)gaining Trust' (integrating brand values into public relations strategy). Values are central to the meaning of brands and the organizations behind them. The need to pay greater attention to brand expression consistency comes on the back of a broader shift away from cross-national adaptation and towards pan-regional (and/or) global convergence.
