ABSTRACT
This chapter identifies a number of pressing challenges for Asian branding, which are mostly associated with a more limited Asian branding experience. The brands in China were primarily local in nature, region-specific or even city- or district-specific. Chinese brands must work hard to improve differentiation and overseas recognition if they are to take on the multinationals. The chapter presents a traditional framework of corporate branding: Vision, culture, values and other core concepts are central to the framework. City branding can be approached by a number of different perspectives, one of the most instructive and insightful ways is via a corporate branding framework. The chapter then discusses a particular case, Singapore's city brand. The Singapore Green Plan 2012 was launched, with a range of targets and action programmes covering water catchment and conservation, air quality, recycling, conserving nature, public health and international environment relations.
