1. Introduction to Asia Branding: Connecting Brands, Consumers and Companies -- PART I. Introduction to consumer-based branding perspectives in Asia -- 2. Impact of Cultural Factors on Indian Consumers' Brand Preference -- 3. Chinese Female Purchasing Intension towards Cosmetic Brands -- 4. Social Media and Branding in Asia: Threats and Opportunities -- 5. Exploring Factors behind Brand Switching amongst Youngsters in Singapore: The Case of Smartphones -- 6. Consumer-Based Chain Restaurant Brand Equity: Insights from South Korea -- 7. Chinese Retailers' Use of Brand-Consumer Communications: Mobile Instant Messaging (MIM) in WeChat -- 8. Understanding Online Brand Relationship in Western Asia: The Case of Lebanon and Saudi Arabia -- 9. Social Benefit and Brand Commitment: The Mediating Role of Satisfaction and Brand Trust -- 10. Place Branding: Developing a Conceptual Framework for Place Image -- PART II. Introduction to corporate branding perspectives in Asia -- 11. Role of Interactive Communications in Building Brand Relationships with Business Customers -- 12. Employee Brand Support, Transformational Leadership and Brand-Centred Training of Academic Staff in Business Schools -- 13. Corporate Sports Sponsorship: Exploring the Roles of Consumer Perception, Consumer Response and Sponsors' Brand Reputation - Evidence from Malaysia -- 14. The Influence of Social Practices in Brand Communities on University Branding: Evidence from Vietnam -- 15. Revisiting the Relationships between Brand Performance, Brand Image and Customer Loyalty: Findings from the Air Compressor Industry in Malaysia -- PART III. Introduction to the case study section -- 16. The Rise of an Emerging Brand in the Mobile Landscape: A Case Study of Samsung Galaxy -- 17. Understanding Consumers' Brands Experience in Japan: A Case Study of Lexus -- 18. Branding, Innovation and Technology: A Case Study of Nestle and ALW in India -- 19. A Case Study of the Successful Branding Story of Xi'an Jiaotong-Liverpool University: A Holistic Marketing Perspective -- 20. Conclusion to Asia Branding: Connecting Brands, Consumers and Companies.