Brand breakout : how emerging market brands will go global / Nirmalya Kumar, Jan-Benedict E.M. Steenkamp.

Format:

Book

Author/Creator:

Kumar, Nirmalya.

Contributor:

Steenkamp, Jan-Benedict E. M.

Language:

English

Subjects (All):

Branding (Marketing).

Brand name products.

Branding (Marketing)--Developing countries.

Brand name products--Developing countries.

Developing countries.

Physical Description:

xvi, 256 pages : illustrations ; 25 cm

Place of Publication:

Houndmills, Basingstoke, Hampshire : Palgrave Macmillan, 2013.

Summary:

"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.

Contents:

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.

Notes:

Includes bibliographical references and index.

ISBN:

9781137276612

1137276614

OCLC:

812068620

Online:

Publisher description

Consulta en línea