The successful case stories of Singapore Airlines, Aman resorts, Shiseido, and Samsung have indeed laid the blueprint for branding success in Asia. As is evident from the brand stories in the previous chapter, the main reason for their success has been the continuous support from corporate management, including the chairman and CEO.
It is indeed good to see these Asian brands becoming successful well beyond Asia. But although it has two- thirds of the global population, growing economies, and a rapidly growing middle class with an increasing disposable income, Asia still boasts only a handful of powerful brands, which is a cause for concern.
Despite Asia’s historical focus on manufacturing and trading activities, the global landscape could potentially face a wealth of new Asian brands in the coming years. Every country in Asia has its own list of aspiring brands just waiting to cross the local borders. In literally every industry sector, many companies are realizing the potential value creation that they might be forgoing due to a lack of branding. These companies are gradually making a mark in the region, having been inspired by the industry leaders. But, as yet, not many have managed to attain international recognition.
Even the governments of Asian countries are providing incentives for companies to adopt the right brand management practices to move up the value chain, and a large number of companies across Asia are already somewhere on the branding journey.
In the next 10– 20 years, Asia will definitely contribute to the next generation of internationally recognized brands. This chapter examines some of these aspiring brands that could make a mark in the global brandscape.
