An authoritative guide to corporate brand building in the Asian markets. In their efforts to remain competitive in an increasingly fragmented global marketplace, Asian companies, more than those in many other parts of the world, must contend with accelerating, turbulent, and fundamental change. Some of the key questions they are now asking themselves include: How can we gain global recognition? How can we penetrate new markets? How can we reduce cost and increase value? The answer to these questions, according to expert Paul Temporal, is to create, develop, and manage powerful international brands. In Branding in Asia, Dr. Temporal explores the unique challenges to brand building for Asian markets and offers a wealth of commonsense advice on how to do it. Offers tips for Western companies on establishing brands in Asia. Features numerous case studies of successful global brand building.Paul Temporal, PhD (Malaysia), is a consultant specializing in strategic marketing, corporate branding, and planning. His clients have included the World Bank, the European Community, and numerous corporations.