Acknowledgments.

Introduction.

1. Brand as Corporate Strategy.
OSIM INTERNATIONAL LTD.: The Brand Marketing Machine.

2. First Mover Advantage.
RED BULL: From Zero to Hero.

AIRASIA: Now Everyone Can Fly.

3. Brand Renewal.
THE NISSAN STORY: From Rags to Riches in Five Years.

SAMSUNG: Strategy and Speed in the Digital World.

4. Brand Naming and Identity.
LG ELECTRONICS (LG): “Life’s Good”.

BENQ: Who?

5. Challenger Brands.
HAIER: Haier Takes the Fight from East to West.

EMIRATES: Definitely a High-flier.

6. Brand Positioning.
TIGER BEER: “Roaring Loud”.

TIGER BALM: “Works Whenever it Hurts”.

7. Emotional Branding.
BANYAN TREE GROUP: The Stage is Set for Romance.

JIM THOMPSON: From Authentic Silk to Fashion Icon?

8. Service Brands.
BUMRUNGRAD HOSPITAL: The Branded “Hospitel”.

INFOSYS TECHNOLOGIES LIMITED: “High on Values, High on Growth”.

9. Branding a Commodity.
BREADTALK: Branding a Commodity.

ADVANCE AGRO PUBLIC COMPANY LIMITED: The Power of Two: Double A.

10. Caring Conglomerates: Giant Brands with Kind Hearts.
SIAM CEMENT (“JAIDEE”): Branding Conglomerates.

TATA: “Improving the Quality of Life".

11. Strategic Alliances, Partnerships, Mergers, and Acquisitions.
LENOVO: Names and Logos are Necessary, But not Enough.

SHANGHAI AUTOMOTIVE INDUSTRY CORPORATION (SAIC): Brand Development through Strategic Partnerships and Acquisitions.

HUAWEI TECHNOLOGIES: “Partner for a Networked World”.

PHATRA SECURITIES: A Winning Alliance with Merrill Lynch.

12. Destination Brands.
SHANGHAI: China’s Cheerleader.

DUBAI: The Jewel in the Desert.

13. Brand Management.
WIPRO: Repositioning and Managing the Brand across Different Businesses.

PETRONAS: Malaysia’s Global Brand Ambassador.

RAFFLES INTERNATIONAL LIMITED: The Lifestyle Creator.

14. Holistic Branding: Total Organizational Change.
OPUS INTERNATIONAL GROUP PLC: Where Branding Means Commitment and Total Change.

PENSONIC HOLDINGS BHD: Building a Regional Brand Holistically.

15. Conclusions.

Index.