Transforming your business into a brand: The 10 rules of branding
Authors: Tai, Jacky & Chew, Wilson
Singapore: Marshall Cavendish Business, c2007.
Call Number: SING 658.827 TAI
Based on the authors' extensive experience in branding, this handbook offers a comprehensive overview of what constitutes branding and dispels popular branding myths. It provides an insightful look into how local and foreign brands apply the ten branding rules to achieve significant market share. Written in a concise and easy-to-understand manner, this publication is a must read for branding executives, marketers and managers.
Tai is Principal Consultant with StrategiCom, a global business-to-business branding specialist and writes a Branding Tips column for E-Marketer magazine. Chew is Principal Consultant and Chief Executive Officer of StrategiCom.
The cash register rings non-stop: The amazing transformation of Eu Yan Sang
Author: Lok, Eng Hock
Selangor Darul Ehsan, Malaysia : Marshall Cavendish, c2007.
Call Number: 658.82709595 LOK -[BIZ]
Translated from the Chinese edition, this book reveals how the author, Lok Eng Hock, the Managing Director of Eu Yan Sang transforms the company from a traditional Chinese medical hall into a premium brand of Traditional Chinese Medicine (TCM) products today. Peppered with many real-life examples, the book shows how different brand strategies are used to market different products and in response to evolving challenges.
Written in a highly conversational manner, the book makes for interesting reading for those curious about the brand's winning secrets.
Asia's star brands
Author: Temporal, Paul
Chichester: John Wiley & Sons, 2006
Call Number: 658.827095 TEM - [BIZ]
Recommended reading for brand practitioners, marketing managers, management consultants and entrepreneurs, this book analyses how 30 well-known Asian brands from various industries create, develop and manage their brands successfully.
The author Paul Temporal is the founder and managing director of Temporal Brand Consulting, the leading strategic brand consultancy agency in Asia. He has over 20 years of Asian experience in branding and written many books on branding.
Asian brand strategy: How Asia builds strong brands
Author: Roll, Martin, 1967-
Publisher Basingstoke [England]; New York: Palgrave Macmillan, 2006.
Call Number: 658.827095 ROL -[BIZ]
A highly readable book, this publication provides an incisive look at how local companies tackle the unique challenges posed by diverse Asian cultures and consumers. It delves into an in-depth study of the brand philosophy, brand strategy and brand communication of famous Asian brands like Singapore Airlines, Shiseido, Samsung and Giordano. The author even extracts the success factors to construct a ten-step Asian brand strategy formula.
Martin Roll is the Chief Executive Officer of VentureRepublic, the leading strategic advisory firm on branding.
Available at National Library Board libraries
Please check the availability of the materials at: http://vistaweb.nlb.gov.sg
Also look out for these articles:
Emergence of customer-centric branding: From boardroom leadership to self-broadcasting
Author: Mohammed M. Nadeem.
Source: Journal of American Academy of Business, Vol. 12, Issue 1, Sep 2007, pg 44-49.
Summary: Studies how successful boardroom leadership links the customer to the brand through its associated attributes and benefits. Shows how such a customer-centric approach results in brand loyalty when emerging self-broadcasting customers develop an emotional attachment to a brand over time.
Summary:
To penetrate the different consumer sectors, marketers are increasingly turning away from mass advertising to marketing to cohorts such as new mothers or Baby Boomers. Instead of relying on statistics and demographics, the author argues that the best consumer-profiling tool is C-Types. Culled from key attitudes and behaviours, social status, other demographic factors and real-world expressions of personality, C-Types allow marketers to draw a profile of the most influential consumers in the marketplace.
Retrieved from Proquest 5000 International database.
Available at the National Library Board libraries. To access the database, please register first at www.nlb.gov.sg.
Prepared by Tang Puay Eng, senior reference librarian, National Library Board
