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Asian companies miss brand success

(Global Times)

14:22, October 15, 2012

With the exception of a handful of Japanese and South Korean names, almost no Asian brands could be found on the latest list of the world's 100 most valuable brands, according to Interbrand, a branding consultancy.

Nonetheless, a number of Asian companies have managed to stand out in recent years by capturing growing shares of the world's electronics and technology markets.

Mainland Chinese brands like Haier, TCL and Lenovo, for example, have been able to carve out sizable niches in markets around the world thanks to their competitive prices and economies of scale.

But while low-priced products may help a company enter the global market, in the end they only leave enterprises with razor-thin profit margins and low customer loyalty.

For the sake of their long-term growth, Asian companies must try to become brand leaders while also pursuing market share. Companies with brand leadership - such as Apple - enjoy huge followings of devoted fans and are thus able to charge higher prices.

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