The Yin and Yang of branding

Abstract:

This paper examines the applicability of a Western-derived model of brand equity measurement to Asia/Pacific cultures, with reference to a large-scale validation exercise - both qualitative and quantitative. The authors demonstrate that the overall branding model - taking account of both the softer side of branding (‘Yin’) and the harder performance/functional issues (‘Yang’) - is equally applicable to Western and Eastern cultures, although the attributes that are used to describe each element of the model need to be tailored to each culture.

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