Corporate Brand: Asia

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 functional; a greater emphasis on groups, the collective rather than the individual; and more emphasis on corporate rather than product brands.