Brand breakout : how emerging market brands will go global / Nirmalya Kumar, Jan-Benedict E.M. Steenkamp.
- Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2013.
xvi, 256 pages : illustrations ; 25 cm
- Branding (Marketing)
Brand name products.
Branding (Marketing) -- Developing countries.
Brand name products -- Developing countries.
Brand name products.
- "World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. Brand Breakout outlines eight strategies - including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources - that will take brands from domestic dominance to worldwide triumph. For each strategic route, Kumar and Steenkamp examine the most effective implementation as well as identifying the problems that companies will face and how these can be overcome. Full of case studies from around the world including HTC, Tata Motors, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, the authors demonstrate that their strategies and underlying strategic brand-building principles are here to stay. Brand Breakout is not only a practical and enlightening guide for emerging market brands but crucial reading for Western companies who should not underestimate the challenge coming from these up-and-coming international businesses. By understanding their strategies and success factors, Western companies can plot their counter-strategies for this new business environment." -- Publisher's description.
- The Asian tortoise route: migrating to higher quality and brand premium
The business to consumer route: leveraging B2B strengths in B2C markets
The Diaspora route: following emigrants into the world
The brand acquisition route: buying global brands from western multinationals
The positive campaign route: overcoming negative country-of-origin associations
The cultural resources route: positioning on positive cultural myths
The natural resources route: branding commodities in four steps
The national champions route: leveraging strong support from the state.
- Includes bibliographical references and index.
- Steenkamp, Jan-Benedict E. M.
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