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Brand Breakout: How Emerging Market Brands Will Go Global
Open Preview See a Problem? Thanks for telling us about the problem. Return to Book Page. Preview — Brand Breakout by Nirmalya Kumar. 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 wor 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.
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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 triumphominance cultural resources rand will go global.
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.
In this engaging and illuminating book, Brand Breakout equips readers with the knowledge and techniques so that their brand can finally go global.
Hardcover , pages. Published June 18th by Palgrave Macmillan first published January 1st To see what your friends thought of this book, please sign up. To ask other readers questions about Brand Breakout , please sign up. Lists with This Book. This book is not yet featured on Listopia.
Written by the world's leading thinkers on brand strategy, this book looks at what Asian and emerging market brands need to do to succeed in international markets and the challenges they face when competing with western brands.
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The Emergence of the Urban Entrepreneur: This is the mother of all routes and has been used effectively by Japanese and South Korean automobile and electronics companies to establish a beachhead in a developed economy. It involves selling a decent product at a very low price and then migrating step by step up the quality-value ladder to a premium position. The Business to Consumer B2C route: Launching a consumer brand from scratch in developed markets is prohibitively expensive. So, this route leverages a company's B2B business to business strength to gain entry into the B2C segment, as did China's Huawei, the world's largest mobile network equipment company, to enter the handset market.
It taps into the cross-border flows of people living outside their country of origin but who want to retain some brand preferences and consumption patterns. The Brand Acquisition route: It is for those who wish to expand rapidly and aggressively into Western markets and have deep pockets. Having acquired the brand, does the acquirer retain it for its unique brand positioning or merge it over time with its own brand?
Book review: Brand Breakout: How Emerging Market Brands Will Go Global
Both strategies have been used with success -Tata keeping the Jaguar brand while Lenovo preferred to migrate. The Positive Campaign route: It seeks to overcome negative associations with the country of origin and has been used successfully by Hyundai South Korea and Chang Beer Thailand.
The strategies here aim at altering consumer perceptions through branding techniques. The Cultural Resources route: It leverages itself on the axis of positive cultural associations, such as silk from China or yoga from India, by positioning the emerging market brand on these specific attributes. The original Havaianas footwear made of rubber was popular in Brazil but was considered cheap. To tap the international market the company, Alpargatas, grew the product line from two to 25 models with different colours that appealed to a much wider audience.
The Natural Resources route: