Brand Breakout: How Emerging Market Brands Will Go Global

  • 4h 17m
  • Jan-Benedict E.M. Steenkamp, Nirmalya Kumar
  • Palgrave Macmillan Ltd
  • 2013

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 dominance.

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.

About the Author

Nirmalya Kumar is professor of Marketing and co-director of Aditya Birla India Centre at London Business School. His research has been widely published in journals such as the Harvard Business Review and Journal of Marketing Research, and he has published six books.

Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina Kenan-Flagler Business School. He has consulted with companies like Procter & Gamble, Kraft, and Johnson & Johnson on branding and strategy, and he has written for the Harvard Business Review, The Wall Street Journal, and the Financial Times, among others.

In this Book

  • Introduction
  • 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
  • Conclusion—Looking Ahead
  • Notes