Brand Breakout: How Emerging Market Brands Will Go Global

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9781137276612: Brand Breakout: How Emerging Market Brands Will Go Global

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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From the Author:

JAN-BENEDICT E.M. STEENKAMP is the C. Knox Massey Distinguished Professor ofMarketing and Marketing Area Chair at the Kenan-Flagler Business School,University of North Carolina. He also is executive director of AiMark, a globalinstitute, bringing together top academics and leading global companies. Anative from the Netherlands, he has taught at universities in Austria, Belgium,the Netherlands, Spain, South Africa, U.K., and the U.S. and he has givenexecutive seminars in all continents. He has received an honorary doctorate andmultiple lifetime honors, including from the Royal Netherlands Academy ofSciences. He has consulted with a large number of companies on branding andstrategy. He has written three books and over 100 articles in leading marketingand management journals, including the Harvard Business Review. He isranked # 1 in the world on scholarly influence in marketing in the last decade.His work has received over 18,000 citations, and has been featured in the WallStreet Journal, Financial Times, The Economist, New YorkTimes, Los Angeles Times, The Times of India, Ad Age,regional newspapers, and a variety of trade magazines, websites, and blogs. 

From the Inside Flap:

The ultimate guide toachieving
global brand success from emerging markets

 
Worldclass marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out acutting-edge plan for emerging market brands to achieve success ininternational markets. Brand Breakout outlines eight strategies - includingthe Asian tortoise route, from B2B to B2C, brand acquisition and leveragingcultural resources - that will take brands from domestic dominance to worldwidetriumphominance  cultural resources rand will goglobal.kground .
 
Foreach strategic route, Kumar and Steenkamp examine the most effective implementationas well as identifying the problems that companies will face and how these canbe overcome. Full of case studies from around the world including HTC, TataMotors, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, the authors demonstrate that theirstrategies and underlying strategic brand-building principles are here to stay.
 
Brand Breakout is not only apractical and enlightening guide for emerging market brands but crucial readingfor Western companies who should not underestimate the challenge coming fromthese up-and-coming international businesses. By understanding their strategiesand success factors, Western companies can plot their counter-strategies forthis new business environment.
 
Inthis engaging and illuminating book, Brand Breakout equips readers withthe knowledge and techniques so that their brand can finally go global.

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