The Emergence of Pan-Asian Brands

Regional Strategies of Japanese Cosmetics Brands

Bibliographic Data

ID5904809
AuthorsShinji Oyama (corresponding author)
Year2009
Volume133
Issue1
Pages85-96
Publication date2009-11-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMedia International Australia (JOURNAL)
Journal identifiersISSN: 1329-878X • E-ISSN: 2200-467X
PublisherSAGE Publications Inc (PUBLISHER)
DOI10.1177/1329878x0913300113
OpenAlexW1547522653
LanguageEN
Citations received4
References cited12

In this article, I analyse the regional strategy of luxury Japanese cosmetics brands to investigate the claim of the Japanisation of Asia. I begin by examining the emergence of pan-Asian advertising for Japanese cosmetic brands, then make the case for an emphasis on branding, as distinct from advertising, which changes the way in which we understand this regional phenomenon. I explore the different ways in which a brand engages consumers, and argue for a sober assessment of the relative importance of advertising (and the salience of image of country of origin) in the overall branding process. I then follow the regional circulation of Japanese brands and media contents, neither of which can any longer be understood coherently in terms of a national framework such as Japanisation. I argue that the globalisation of advertising in Asia is a complex process shaped by large multinational corporations and a disjunctive flow of media contents, and that a more pronounced focus on brands will help to make sense of this process

Advertising · Business · Cosmetics · Globalization · Multinational corporation · Phenomenon · Political science · Asian Culture and Media Studies · Japanese History and Culture · Migration, Ethnicity, and Economy · Psychology · Marketing

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