Conclusion

It is clear that this is going to be Asia’s century. The opening of China, the rise of India, and the resurgence of the Asian tigers makes Asia the most vibrant global business playground with a slow but steady shift in the Asian business mindset. Gone are the days when low cost and manufacturing prowess alone served as competitive advantages for Asian companies. Asian corporations are realizing the importance of moving up the value chain through creating strong brands. Besides serving as the main competitive advantage, branding also enhances shareholder value in the medium and long term. As has been argued throughout this book, this is easier said than done, given the dominant Asian business mindset of trading and sales.