Brand breakout : how emerging market brands will go global
By: Kumar, Nirmalya
Title By: Steenkamp, Jan-Benedict E. M
Material type:
BookPublisher: Hampshire : Palgrave Macmillan, c2015.Description: xx, 256 p. : ill. ; 24 cm.ISBN: 9781137467591Subject(s): Branding (Marketing) | Brand name products | Branding (Marketing) Brand name products. Branding (Marketing) -- Developing countries| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
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| REGULAR | University of Wollongong in Dubai Main Collection | 658.827 KU BR (Browse shelf) | Available | T0051635 |
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| 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 : how emerging market brands will go global | 658.827 LA MA Managing brands : a contemporary perspective / | 658.827 LE LA The language of branding : | 658.827 LI BR Brand sense : sensory secrets behind the stuff we buy / |
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