Asian Brand Strategy:A new paradigm for boardrooms

By Martin Roll

The face of business in Asia is changing faster than one can blink one’s eyes. Asian companies that used to be back-end workhorses, manufacturing consumer goods cheaply for Western companies, are slowly realising the benefits of branding...

Iconic Asian Brand Builder Martin Roll

VentureRepublic

Singapore-based Martin Roll is a Dane by birth and a global brand strategist by definition. The CEO of VentureRepublic, a consultancy service he set up in Copenhagen in 1998 and in Singapore in 2001, chalks up approximately 450,000 flying miles a year on Singapore Airlines globetrotting out of Singapore to ‘brandstorm’ with his multiple Fortune 500 clientele . . .

Branding starts in the boardroom

By Martin Roll

BRAND strategy is not given enough importance in Asia and this could hamper long-term strategic growth in Asian companies, said a renowned branding strategist. Due to the lack of a clear understanding of the importance of long-term strategic gains, Asian managers are too focused on short-term sales and turnover rather than strategic competence, Mr Martin Roll said in a seminal book called Asian Brand Strategy.

ASIAN BRANDING

By Martin Roll

The primary objective of boardrooms is to build and sustain shareholder value, and deliver competitive returns to shareholders. One of the most effective ways to achieve this is to build brands with strong brand equity. Brand equity is the reputational asset that any successful business builds in the minds of customers and other stakeholders...