Branding in Asia
In the fall of 2004, the Council held a workshop that provided a platform for our members to share their experiences and exchange insights on branding in Asia. The workshop highlighted that branding is more than a marketing function—it is a powerful tool for aligning organizations and evaluating operational capabilities. Our members also explored various ways a CEO can drive a firm’s branding efforts and tackle various business challenges through the lens of brand strategy. The report, Branding in Asia, captures our members’ perspectives and offers examples of how they have used brands to address consumer loyalty and institutional effectiveness.