A growing interest exists in understanding brands, consumers and companies in Asia among academics and practitioners alike. However, to date, there are limited empirical studies in understanding brands in Asia and in a comprehensive discourse. Little is known about how brands are perceived in the Asian region, the type of research methods used to understand consumer behaviour, and how firm-level brands are operationalised successfully. Branding in Asia holds without any doubt great potential, but rather than simply being the adaptation of existing brand management theories from Western countries (where most branding research takes place), what is there to gain from the Asian countries in terms of developing branding practice and theory? There are still many issues unanswered in terms of how brands, consumers and companies inter-relate and work in different Asian countries. Existing concepts and managerial implications are insufficient and often out-dated in this fast changing continent. we hope these interesting papers will encourage further discourse in this ever-interesting research field with brand management in Asia.
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