socialmedian: Profitable business through brand leadership

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Profitable business through brand leadership

Source: Asian Brand Strategy

Jun 04, 2009

Summary

It is quite clear that this is going to be Asia's century. The opening of China, the rise of India and the resurgence of Asia make the region the most vibrant business playing ground in the world. There is a slow but steady shift in the Asian business mindset. Gone are the days when low cost and manufacturing prowess alone served as the only competitive advantages for the Asian companies. The Asian corporations must realize the importance of moving up the value chain.

One of the main ways to achieve that would be to create strong brands. This will not only serve as the main competitive advantage for these companies, but also enhance shareholder value in the medium and long-term. This is easier said than done, given the dominant Asian business mindset of trading and sales.

A substantial part of shareholder value of successful companies derives from their ability to successfully manage and leverage their most important intangible assets: their brands' equity. In turn, Asian companies will have to realize that branding must be led by the boardroom and corporate ma ...Read the full article

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