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  • Corporate Brand: Asia

    Author(s)
    Merrilees, Bill
    Griffith University Author(s)
    Merrilees, Bill J.
    Year published
    2015
    Metadata
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    Abstract
    The roots of the Asian dilemma in corporate branding relates to a lack of • experience and skill in this area. Using the corporate branding framework for city branding is a relatively recent • theoretical and empirical development. The key concepts of the corporate branding framework vary by model, but • here are shown to be brand identity, authenticity, brand heritage, platforms for branding and stakeholder buy-in. The uniquely Asian aspects of corporate branding include: advertisements that • evoke imagery, subtlety and a holistic interpretation compared to American advertisements, which are more hard-nosed, commercial and ...
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    The roots of the Asian dilemma in corporate branding relates to a lack of • experience and skill in this area. Using the corporate branding framework for city branding is a relatively recent • theoretical and empirical development. The key concepts of the corporate branding framework vary by model, but • here are shown to be brand identity, authenticity, brand heritage, platforms for branding and stakeholder buy-in. The uniquely Asian aspects of corporate branding include: advertisements that • evoke imagery, subtlety and a holistic interpretation compared to American advertisements, which are more hard-nosed, commercial and functional; a greater emphasis on groups, the collective rather than the individual; and more emphasis on corporate rather than product brands.
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    Book Title
    Corporate Branding: Areas, Arenas and Approaches
    DOI
    https://doi.org/10.4324/9781315863177
    Subject
    Marketing Management (incl. Strategy and Customer Relations)
    Publication URI
    http://hdl.handle.net/10072/141388
    Collection
    • Book chapters

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