Brand Management in Emerging Markets: Theories and Practices

Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets is still in its infancy, organizations face the challenge of developing strategies to maintain their growth. Brand Management in Emerging Markets: Theories and Practices provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies. Combining the findings of highly-regarded marketing experts and scholars, this book serves as a useful and comprehensive reference for academicians, professionals, and practitioners.

Cheng Lu Wang is Professor and Chair in the Department of Marketing and Quantitative Analysis, College of Business, University of New Haven, USA. His research interests include consumer behavior and marketing in China. Dr. Wang is the editor of Handbook of Contemporary of Marketing in China: Theories and Practices and editor-in-chief of International Journal of Consumer Research. His publications have appeared in numerous marketing journals, including Journal of Business Research, Journal of Consumer Psychology, Psychology & Marketing, Industrial Marketing Management, International Business Review, International Marketing Review, and European Journal of Marketing, among others.

Jiaxun He is Professor and Chair of the Business Administration Department at East China Normal University. Dr. He is the founder and director of the Center for Branding Science (CBS) established in 2007. He was honored with the title of Distinguished Visiting Professor of Marketing at the University of North Carolina at Chapel Hill (2011-2012). Currently he serves as an area editor for the Journal of Marketing Science (Chinese). His research focuses on customer-based brand equity and brand relationships, cross-cultural consumer behavior, and branding in emerging markets. Dr. He has published more than 50 scholarly articles both in China and internationally. He is also a columnist who writes a monthly column on strategic brand management for China Management Magazine.