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Managing profitable brands in Asia

Date of publication: December 1, 2002

Catalogue: Asia Pacific 2002

Company:

Authors: Andy Farr, Nichola Rastrick

Abstract:

This paper reviews evidence from brand equity research and case study analysis to demonstrate that the basics of brand building in Asia are no different to the rest of the world. However the paper also highlights the fact that some of the brand building opportunities are perhaps not being exploited fully by marketers, specifically leveraging the power of brand personality.

Andy Farr

Author

This is a long description of some author details.

Nichola Rastrick

Author

This is a long description of some author details.

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Farr and Rastrick (2002a, December 01). Managing profitable brands in Asia. ANA - ESOMAR. Retrieved June 24, 2025, from


https://ana.esomar.org/documents/made-in-asia