Can Asian Companies Perform In The Global Branding Arena?
Some people say that Asian companies will find it incredibly difficult to build international and global brands. Their reasoning is that most of the world markets and the product categories in those markets are already dominated by powerful global brands. Furthermore, they claim that Asian companies have to overcome significant global consumer perceptions of sub-par quality and other concerns relating to the country of origin of the brand. There is some truth in these comments, and it will be no easy task for Asian companies to develop strong brands or their own, but it is the very nature of the fast-changing business world that can help them. There are no longer hard and fast rules, and innovation no longer belongs to the privileged few. Sony relied on innovation and quality but other players now offer the same at less cost. Sony has paid the price for inadequate brand management. Moreover, there are Asian corporate leaders with the vision necessary to harness technology and ideas, bo
