Branding as Recipe for the Future Success of Asian Businesses

Author of “Asian Brand Strategy” Martin Roll gave a presentation on Branding in Asia at NUS Business School on 5 April 2010.

On Monday (05 April), the NUS MBA Marketing Club welcomed Martin Roll, a business and brand strategist, for a presentation about “Business & Brand Leadership” in the beautiful new Mochtar Riady Building. Martin (INSEAD MBA alumnus) is a thought-leader on value creation through brand equity and the author of the book Asian Brand Strategy which was named one of the “Best Business Books 2006” by Strategy+Business magazine.

In an inspiring and interactive session, Martin started his talk by asking the participants to name leading Asian brands. After several minutes of discussion, the 45-strong group of full-time MBA students, faculty members and guests from the corporate world agreed that there are only a few leading global Asian brands – if we exclude Japanese brands as well as some brands from South Korea such as Samsung and LG.

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