00973cam a2200193 i 4500020004200000020003800042082002300080084002500103100002100128245008600149260003400235300002000269504006700289505032200356650002100678650003200699650003000731700001800761  a9780415549837 (hardback : alk. paper)  a9780415549844 (pbk. : alk. paper)00a658.8B   AND/B223  2Colon Classification1 aAndrews, Tim G.,10aBuilding brands in Asia :bfrom the inside out /cTim G. Andrews and Wilson Chew.  aNew York :bRoutledge,c2017.  axi, 225 pages ;  aIncludes bibliographical references (pages 207-213) and index.0 aIntroduction -- Building brands: meaning, value, creation & clothing -- Developing the brand: focus, consistency and alignment -- Marketing the brand: image extension & cross-border development -- Understanding asia: from the inside and out -- Brand expressions I: consumer products -- Brand expressions II: services. 0aMarketingzAsia. 0aBranding (Marketing)zAsia. 0aBrand name productszAsia1 aChew, Wilson,