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Building global brands in Asia

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Look closely at the top 100 Global Brands, according to Interbrand and BusinessWeek, and you’ll see many European and North American favorites that have given great products or services over many years. What you won’t see on that list are many Asian firms, apart from some notable companies in Japan and South Korea.

Why, in a burgeoning region that’s brand-crazy, have very few homegrown favorites earned world-class recognition? What will it take for Asian companies to rise to the level of global superstar?

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en

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text/html

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http://knowledge.insead.edu/contents/ILSAbranding.cfm

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