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Brand Breakout "How Emerging Market Brands Will Go Global"

Brand Breakout "How Emerging Market Brands Will Go Global"

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  • ISBN:9781137276612
  • Editorial: Palgrave
  • Fecha de la edición:
  • Encuadernación:
  • Nº Pág.:272
  • Idiomas:Ingles

Materias:

Ask a person on any street in the West to quickly name a brand from an emerging market and you will draw a blank. In fact, a study of western consumers revealed just how low the spontaneous recall of Chinese brands is; emerging market companies are painfully aware of this fact. Many leading companies from emerging markets feel that their country of origin's image handicaps them and presents an obstacle when selling their products and services to western consumers. In "Brand Breakout," marketing experts Nirmalya Kumar and Jan Steenkamp examine how companies from what are now considered emerging markets will successfully reach, and in some cases are already reaching, the developed world as consumer brands. The authors outline eight strategies that emerging market brands can pursue to become truly global consumer brands.

Introduction 1. The Asian Tortoise Route: Migrating to higher quality and brand premium 2. The Business to Consumer Route: Leveraging B2B strengths in B2C markets 3. The Diaspora Route: Following emigrants into the world 4. The Brand Acquisition Route: Buying global brands from Western multinationals 5. The Positive Campaign Route: Overcoming negative country of origin associations 6. The Cultural Resources Route: Positioning on positive cultural myths 7. The Natural Resources Route: Branding Commodities in four steps 8. The National Champions Route: Leveraging strong support from the state Conclusion: Looking Ahead

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