{"id":2180,"date":"2010-06-11T05:34:09","date_gmt":"2010-06-11T09:34:09","guid":{"rendered":"https:\/\/www.jagsheth.com\/?p=2180"},"modified":"2019-02-15T14:45:32","modified_gmt":"2019-02-15T19:45:32","slug":"the-branding-challenges-of-asian-manufacturing-firms","status":"publish","type":"post","link":"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/","title":{"rendered":"The Branding Challenges of Asian Manufacturing Firms"},"content":{"rendered":"<h5>During the past quarter of a century, Asia has risen to become the world\u2019s factory. This trend has, however, coincided with the relative decline in value of manufacturing compared to other value adding activities, including R&#038;D, design, and branding. This significant \u2018\u2018value shift\u2019\u2019 has eroded the margins of manufacturing firms and sparked considerable interest among executives in Asia to design, brand, and market their own products. To date, though, this transition from being manufacturing oriented to becoming brand owners has largely only been accomplished by Japanese and Korean firms. In the rest of Asia\u2013\u2014including in the rising giants of China and India\u2013\u2014there are very few valuable brands. In fact, there is not a single Asian brand from a country other than Japan and Korea in Interbrand\u2019s 2008 valuation of the world\u2019s top 100 brands. Our article discusses, in depth, the challenges that Asian manufacturing firms encounter as they try to become \u2018\u2018branders\u2019\u2019 and how these challenges can be overcome. Based on our collaboration spanning academia and consulting, we have been able to tap a wealth of information made available through research, case studies, and Interbrand\u2019s database of completed brand related assignments across Asia.<\/h5>\n<a href=\"https:\/\/www.jagsheth.com\/wp-content\/uploads\/2015\/12\/The-branding-challenges-of-Asian-manufacturing-firms.pdf\" class=\"pdfemb-viewer\" style=\"\" data-width=\"max\" data-height=\"max\" data-mobile-width=\"500\"  data-scrollbar=\"none\" data-download=\"on\" data-tracking=\"on\" data-newwindow=\"on\" data-pagetextbox=\"off\" data-scrolltotop=\"off\" data-startzoom=\"100\" data-startfpzoom=\"100\" data-toolbar=\"bottom\" data-toolbar-fixed=\"off\">The Branding Challenges Of Asian Manufacturing Firms<br\/><\/a>\n","protected":false},"excerpt":{"rendered":"<p>During the past quarter of a century, Asia has risen to become the world\u2019s factory. This trend has, however, coincided with the relative decline in value of manufacturing compared to&#8230;<\/p>\n","protected":false},"author":3,"featured_media":3482,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[9],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Branding Challenges of Asian Manufacturing Firms - Jagdish Sheth<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Branding Challenges of Asian Manufacturing Firms - Jagdish Sheth\" \/>\n<meta property=\"og:description\" content=\"During the past quarter of a century, Asia has risen to become the world\u2019s factory. This trend has, however, coincided with the relative decline in value of manufacturing compared to...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/\" \/>\n<meta property=\"og:site_name\" content=\"Jagdish Sheth\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/pages\/Dr-Jagdish-Sheth\/197592353614744\" \/>\n<meta property=\"article:published_time\" content=\"2010-06-11T09:34:09+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-02-15T19:45:32+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.jagsheth.com\/wp-content\/uploads\/2010\/06\/manufacturing-firms.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1800\" \/>\n\t<meta property=\"og:image:height\" content=\"747\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Jagdish Sheth\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@JagSheth\" \/>\n<meta name=\"twitter:site\" content=\"@JagSheth\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Jagdish Sheth\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/\",\"url\":\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/\",\"name\":\"The Branding Challenges of Asian Manufacturing Firms - Jagdish Sheth\",\"isPartOf\":{\"@id\":\"https:\/\/www.jagsheth.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.jagsheth.com\/wp-content\/uploads\/2010\/06\/manufacturing-firms.jpg\",\"datePublished\":\"2010-06-11T09:34:09+00:00\",\"dateModified\":\"2019-02-15T19:45:32+00:00\",\"author\":{\"@id\":\"https:\/\/www.jagsheth.com\/#\/schema\/person\/f3034bd50b0dabe0720d9b561cd3a11b\"},\"breadcrumb\":{\"@id\":\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/#primaryimage\",\"url\":\"https:\/\/www.jagsheth.com\/wp-content\/uploads\/2010\/06\/manufacturing-firms.jpg\",\"contentUrl\":\"https:\/\/www.jagsheth.com\/wp-content\/uploads\/2010\/06\/manufacturing-firms.jpg\",\"width\":1800,\"height\":747,\"caption\":\"Manufacturing Firms\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.jagsheth.com\/marketing-strategy\/the-branding-challenges-of-asian-manufacturing-firms\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.jagsheth.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Branding Challenges of Asian Manufacturing Firms\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.jagsheth.com\/#website\",\"url\":\"https:\/\/www.jagsheth.com\/\",\"name\":\"Jagdish Sheth\",\"description\":\"Charles H. 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