Branding for survival in Asia

Western brands have dominated the 'brandscape' over the last few decades. Global brands from Asia are few and far between. Even those we know well, such as Sony, are not doing too well. The challenge for CEOs of Asian companies is to adopt a mindset that places brand as the foremost weapon in the armoury of corporate strategy, and manage similar brand strategies with meticulous attention as that of Western brand managers. The bad news is that Asian brands are far behind their Western counterparts. The good news is that Asian CEOs have not only got the message, but are beginning to put Western branding techniques into practice.