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This EIU report examines the current state of branding in emerging Asia. It looks at how companies are tackling the next crucial stage of their evolution by harnessing the power of brands. It also analyses the lessons that can be learnt from pioneering firms in Japan and South Korea that have already succeeded in building global brands.

Key Findings:

• In the past, Asia’s emerging multinationals could thrive without strong brands.
• Branding isn’t only about succeeding in local markets, it’s crucial to going global.
• Branding strategy, as practised in the West, is not well understood in Asia.
• The transition to managing a branded business demands major changes in corporate thinking, organisation and staffing.
• To build successful brands, emerging multinationals will need to increase significantly their investments in R&D, marketing and design.
• The experience of Japanese and South Korean firms shows that quality and safety are crucial to brand success.
• Asian brands must recognize both the positive and negative aspects of their origin and heritage.

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