from the inside out Andrews, Tim G. creator Chew, Wilson text New York Routledge 2017 monographic xi, 225 pages ; Introduction -- 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. Tim G. Andrews and Wilson Chew. Includes bibliographical references (pages 207-213) and index. Marketing Asia Branding (Marketing) Asia Brand name products Asia 658.8B AND/B 9780415549837 (hardback : alk. paper) 9780415549844 (pbk. : alk. paper)