By Martin Roll (auth.)
Read Online or Download Asian Brand Strategy (Revised and Updated): Building and Sustaining Strong Global Brands in Asia PDF
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Additional resources for Asian Brand Strategy (Revised and Updated): Building and Sustaining Strong Global Brands in Asia
Will the overall brand management be led by the boardroom? Skills: Has the boardroom conducted a strategic brand audit comprising the relevant brand portfolio (incl. the corporate brand) to assess strengths and weaknesses? Has the boardroom decided on a comprehensive and long-term brand strategy linked closely to the overall business strategy? Has the boardroom developed a company-wide brand marketing plan? Resources: Has the boardroom ensured a strong company culture around the brand? Has the entire organization been given training and guidelines on how to live the brand?
3. 4. Invest after defining long-term objectives and risk appetite Unlock value through engagement and active ownership Demand long-term metrics to inform decisions Structure institutional governance to support a long-term approach. Therefore, corporate management must align short- and long-term objectives and expected outcomes of branding, and be committed to supporting them accordingly with well-balanced strategies and time horizons. 5 illustrates how the boardroom can carry out an internal audit of the level of the three crucial cornerstones of branding and the implications for the corporation.
Does the company have a human capital strategy and the necessary recruiting procedures to ensure recruitment of competent talent? Source: Martin Roll Company. 1. 2. 3. 4. Invest after defining long-term objectives and risk appetite Unlock value through engagement and active ownership Demand long-term metrics to inform decisions Structure institutional governance to support a long-term approach. Therefore, corporate management must align short- and long-term objectives and expected outcomes of branding, and be committed to supporting them accordingly with well-balanced strategies and time horizons.