By Martin Roll (auth.)
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Extra info for Asian Brand Strategy: How Asia Builds Strong Brands
Due to the intangible nature of branding, the results may not accrue in a short period of time, as it takes time and reinforcement to build customer loyalty. Many companies increasingly complain that ﬁnancial markets focus on short-term results and give little credit for long-term value creation strategies. These claims are contradicted by empirical evidence. A McKinsey study has shown that expectations of future performance are the main driver of shareholder returns. 38 These expectations are driven by growth judgments and long-term proﬁtability.
10 Enright, Michael J. ” In Chandler, A. , Hagstrom, P. and Solvell, Ö. (eds) The Dynamic Firm, pp. 315–42. Oxford: Oxford University Press. 1. ”, Foreign Affairs, November–December, 2004. 13 “A Starck vision of Asia’s future as elite producer of brands”, Wall Street Journal, 7 April, 2004. 14 “CP Group: From seeds to kitchen of the world”, Case by Peter J. Williamson and Keeley Wilson, INSEAD Euro-Asia Centre, Singapore, 2003. 15 Chua Chei Hwee,“Banyan Tree Resorts and Hotels: Building an international brand from an Asian base”, in Geertz, C.
This requires the Asian marketer to focus heavily on multifunctional teamwork throughout the organization and a strong focus on the integration of marketing in all processes. 34 The second change required is related to the outcome of marketing. Traditionally, marketers have focused on measures tailored to activities in the marketing function, for example advertising and promotions. For the marketing function to become an integrated part of the boardroom agenda, the key issue for the future is to focus on demonstrating the financial consequences of marketing expenditures.