2015 | OriginalPaper | Buchkapitel
Aspiring Asian Brand Cases
verfasst von : Martin Roll
Erschienen in: Asian Brand Strategy (Revised and Updated)
Verlag: Palgrave Macmillan UK
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The successful case stories of Singapore Airlines, Aman resorts, Shiseido, and Samsung have indeed laid the blueprint for branding success in Asia. As is evident from the brand stories in the previous chapter, the main reason for their success has been the continuous support from corporate management, including the chairman and CEO.