haku: @author Schmitt, B. / yhteensä: 6
viite: 6 / 6
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Tekijä: | Pan, Y. Schmitt, B. |
Otsikko: | Managing corporate and brand identities in the Asia-pacific region |
Lehti: | California Management Review
1994 : SUMMER, VOL. 36:4, p. 32-48 |
Asiasana: | BRANDS MANAGEMENT ASIA |
Kieli: | eng |
Tiivistelmä: | 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. |
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