| Author: | Pan, Y. Schmitt, B. |
| Title: | Managing corporate and brand identities in the Asia-pacific region |
| Journal: | California Management Review
1994 : SUMMER, VOL. 36:4, p. 32-48 |
| Index terms: | BRANDS MANAGEMENT ASIA |
| Language: | eng |
| Abstract: | Building appropriate and attractive identities for their companies and products is one of the key challenges facing managers today. Corporate and brand identities are as important in the fast-growing markets of the Asia-Pacific region as in the West; however, the rules of the game are different. This article describes the unique features of Asian languages, such as ideographic language systems with a large number of homonyms and sound associations. |
SCIMA