The 360 Degree Brand in Asia: Creating More Effective Marketing Communications
Author: Mark Blair, Richard Armstrong, Mike Murphy
List Price: $29.95
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ISBN: 0470820578
Publisher: John Wiley & Sons (21 February, 2003)
Sales Rank: 289,615
Average Customer Rating: 4 out of 5
Customer Reviews
Rating: 5 out of 5
Concepts Universal. Brief case studies Asian.
"in Asia" is a bit limiting/misleading.
The book is a great read and thoroughly explains the concepts behind 360 Branding. It presents a clear vision of where branding has been, and how branding anywhere must evolve and expand right now for the future. The Asia aspect comes at the end of each chapter with a short 1-3 page application/case study of that chapter's material "in Asia." It basically says, "Hey, this stuff works. Look what happened in Asia."Yes, your communications need to be "integrated." But this shows book shows what that concept will mean in the future.
Rating: 1 out of 5
360-Degree Puffery
This book is the literary equivalent of an Ikea coffee table: looks great on the surface, but underneath it's nothing but cheap filler.Leave it to a group of advertising types to fill an entire book with marketing jargon, case studies and puffery that accomplishes nothing save prop up the ad agency the authors work for and fill each author's own lungs with air. This book is pure nonsense. Save your money.
The book's main premise: 360 degree branding. Translation: integrated communications. By the way, there is no secret to branding in Asia which the authors lead you to believe SEE TITLE. Integrated branding, applied correctly, in any part of the world works. It just so happens the authors' live and work in Asia and are trying to build business in that region.
If you are in marketing and don't understand that your company's website must have the same personality as its pr as its marcom as its advertising, you shouldn't be in marketing.
Save your money. Use your common sens.
Rating: 5 out of 5
A book that really know the Asians
The book is a really easy reading and the best thing is about its understanding of Asians. The 360 degree branding concept is especially good at simulating readers to think about the unlimited possibilities of what a brand can do. Being an Asian, I am tired of reading books from Westeners who actually don't recognize the characteristics of people living here. This book, on the contrary, impresses me by discussing some interesting differences of Asians against Western people in the first chapter. The observations are deep and valid. And I truly believe that this understanding is crucial to every one working in the Asian branding industry. Similar Products
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Book Index