Please use this identifier to cite or link to this item:
Title: The branding challenges of Asian manufacturing firms
Authors: Birnik, A. 
Birnik, A.-K.
Sheth, J.
Keywords: Asian brands
Asian firms
Brand execution
Branding challenges
Issue Date: 2010
Citation: Birnik, A., Birnik, A.-K., Sheth, J. (2010). The branding challenges of Asian manufacturing firms. Business Horizons 53 (5) : 523-532. ScholarBank@NUS Repository.
Abstract: During the past quarter of a century, Asia has risen to become the world's factory. This trend has, however, coincided with the relative decline in value of manufacturing compared to other value adding activities, including R&D, design, and branding. This significant " value shift" has eroded the margins of manufacturing firms and sparked considerable interest among executives in Asia to design, brand, and market their own products. To date, though, this transition from being manufacturing oriented to becoming brand owners has largely only been accomplished by Japanese and Korean firms. In the rest of Asia-including in the rising giants of China and India-there are very few valuable brands. In fact, there is not a single Asian brand from a country other than Japan and Korea in Interbrand's 2008 valuation of the world's top 100 brands. Our article discusses, in depth, the challenges that Asian manufacturing firms encounter as they try to become " branders" and how these challenges can be overcome. Based on our collaboration spanning academia and consulting, we have been able to tap a wealth of information made available through research, case studies, and Interbrand's database of completed brand related assignments across Asia. © 2010 Kelley School of Business, Indiana University.
Source Title: Business Horizons
ISSN: 00076813
DOI: 10.1016/j.bushor.2010.05.005
Appears in Collections:Staff Publications

Show full item record
Files in This Item:
There are no files associated with this item.


checked on Jan 10, 2019


checked on Jan 1, 2019

Page view(s)

checked on Dec 29, 2018

Google ScholarTM



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.