Creating the next Asian global name

Branding is key for companies aspiring to become well-known retail leaders

With better quality products, improved supply chains and rising demand, Chinese and Asian corporations are increasingly making their way onto the global corporate stage. But they are unlikely to become true international players if they do not focus on getting their brand strategy right.

"All the surveys that are done on branding show that in Asia you probably have 10 recognised global brands," says brand strategist Martin Roll, author of the bestselling book Asian Brand Strategy.