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

By: Contributor(s): Material type: TextTextPublication details: Hampshire : Palgrave Macmillan, c2015.Description: xx, 256 p. : ill. ; 24 cmISBN:
  • 9781137467591
Subject(s):
Contents:
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
Summary: Written by the world's leading thinkers on brand strategy, this updated paperback edition 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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Holdings
Item type Current library Call number Status Date due Barcode
REGULAR University of Wollongong in Dubai Main Collection 658.827 KU BR (Browse shelf(Opens below)) Available T0051635
Browsing University of Wollongong in Dubai shelves, Shelving location: Main Collection Close shelf browser (Hides shelf browser)
658.827 KR AR The art of branding / 658.827 KR BR Branding from A to Z / 658.827 KR BR Brands and desires / 658.827 KU BR Brand breakout : 658.827 LA MA Managing brands : 658.827 LE LA The language of branding : 658.827 LI BR Brand sense :

Written by the world's leading thinkers on brand strategy, this updated paperback edition 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

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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