Abstract:

Marketing in Asia Pacific is poised to enter a new phase of consumer demand, requiring different marketing skills and approach. At a basic level, brand marketing is about focusing on consumer needs rather than on manufacture ability. This concept is so profound that in order to fully realise the potential of brand marketing, some restructuring of corporate organisations may even be necessary to allow consumer requirements to impact more fully on decision taking. Marketing departments increasingly are demanding brand development skills, and marketers are finding themselves engaged in brand development projects to create three dimensional brands with which consumers can identify more intimately and which can enter a consumer's lifestyle as an expression of his or her view of life. Consumer based programmes for development of brand strategy, segmentation, effective brand positioning, communication strategy leading to creative development and effective advertising; all are part of the brand development process and increasingly will be part of the marketing armoury in years to come.