The Branding Challenges of Asian Manufacturing Firms Harvard Case Solution & Analysis

Over the past quarter-century, Asia has grown to become the world's factory. This trend, however, coincided with a relative decrease in the cost of production compared to other value-added activities, including R & D, design and branding. This is a significant "shift value" undermined edge manufacturing firms and aroused great interest among the leaders in Asia, design, brand, and market their own products. To date, however, this shift from production-oriented brand owners are basically just reached the Japanese and Korean firms. In the rest of Asia, including the growing giants China and India, there is very little valuable brands. In fact, there is no brand of Asian countries other than Japan and Korea in 2008, Interbrand rated in the top 100 brands in the world. Our article discusses, in depth, the issues that Asian manufacturers are facing as they try to become "branders", and how these problems can be overcome. On the basis of our cooperation with scientific and consulting services, we have been able to tap the wealth of information through research, case studies, and a database of completed Interbrand brand related jobs throughout Asia. "Hide
by Andreas Birnik, Anna-Karin Birnik, Jagdish Sheth Source: Business Horizons 10 pages. Publication Date: September 15, 2010. Prod. #: BH407-PDF-ENG

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