With advancements in technology and knowledge coupled with AFTA and WTO legislation, Asian countries have had to adopt an open concept to admit many foreign players into their market place to compete. Not only will Asian companies now have to defend their own markets but they will have to go out into international markets to fight for business. Many Asian companies are now embracing western branding techniques, and some are developing very powerful brands. This fascinating book fascinating explores how some of the successful Asian brands have handled their branding issues and become international competitors. It also answers the question of what they have to do to improve even further.