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Webster’s Tim Andrews Publishes Book on Brand Building

Dr Tim AndrewsAs the world has become increasingly interconnected and the global business sector has grown ever more competitive, companies are returning to the ‘fundamental components’ of business profitability and sustainability. For many, brand personality is the key. This is considered true for not only developing a connection with potential customers, but also achieving the ultimate goal of long-term customer loyalty.

Tim Andrews, Building Brands in AsiaDespite brand personality being paramount in many parts of the world, in Asia, this is yet to be the norm. In order to analyse and unpack the geographical specificities of branding in Asia, Webster Thailand’s Dr. Tim Andrews recently published a book titled Building Brands in Asia. Examining the challenges faced by multinationals in balancing brand consistency with local effectiveness, Building Brands provides a fascinating analysis of a number of the region’s most successful brands including Haier, Caltex and Thai Airways.

Currently employed as an Associate Professor at Webster University Thailand’s Bangkok campus, Dr. Andrews has a wealth of experience both within and outside the region. In addition to his various academic positions, Tim has also worked in various private sector positions including as Market Development (Lao PDR) with Castrol International and as a Principal Consultant with Strategicom. He has had numerous articles published in the Journal of International Business Studies, Management International Review and Asia Pacific Journal of Management, and has also published several books.

On top of his work at Webster University Thailand, Tim is also a Senior Visiting Research Fellow at the London School of Economics and Political Science (LSE). As a LSE alumni himself, Tim will be based at the LSE’s Saw Swee Hock Southeast Asia Centre in London for the 2017 summer. During this time he will focus his energies on an interdisciplinary project titled “Understanding base-of-pyramid organizational employees in emerging Southeast Asia: Theoretical advances and practical implications for organizations and society.”

From all the staff and faculty at Webster Thailand, we wish Dr. Andrews success for his current project at LSE and also extend our congratulations for his new book. More information on his book can be found here.

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