Brand breakout: how emerging market brands will go global
Gespeichert in:
| Beteilige Person: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | Englisch |
| Veröffentlicht: |
New York
Palgrave Macmillan
2013
|
| Schlagwörter: | |
| Links: | http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=605707 http://search.ebscohost.com/login.aspx?direct=true&scope=site&db=nlebk&db=nlabk&AN=605707 |
| Beschreibung: | AppendixNotes; Index. - Written by the world's leading thinkers on brand strategy, thisbook looks at what Asian and emerging market brands need to do to succeed ininternational markets and the challenges they face when competing with westernbrands Cover; Contents; List of figures; List of tables; Preface; Acknowledgments; Introduction; ONE: The Asian Tortoise route: migrating to higher quality and brand premium; Rise of the Japanese automotive global brands; Pioneered by Japanese, followed by South Korea; Key success factors for the Asian Tortoise strategy; Haier and higher with the Asian Tortoise strategy; Limits of the Asian Tortoise strategy; Managerial takeaways; TWO: The business to consumer route: leveraging B2B strengths in B2C markets; Understanding B2B companies; From contract manufacturer to consumer brand A move to adjacent consumer categories for global B2B firmsManagerial takeaways; THREE: The diaspora route: following emigrants into the world; Understanding the diaspora; Ethnic affirmers; Biculturals; Diaspora and reverse diaspora; Using the diaspora as a beachhead to breakout; Dabur: from diaspora to mainstream; Managerial takeaways; FOUR: The brand acquisition route: buying global brands from Western multinationals; The rationale for acquiring global brands; Retain or migrate?; Acquire and migrate; Acquire and retain; Managing acquisitions as a learning capability; Managerial takeaways FIVE: The positive campaign route: overcoming negative country-of-origin associationsCountry-of-origin image; Why do country images differ so much?; The role of country of origin in consumer decision-making; Overcoming country-of-origin disadvantage; Nation/region-branding campaigns; Managerial takeaways; SIX: The cultural resources route: positioning on positive cultural myths; A framework for cultural branding; Cultural meanings; Transfer of cultural meaning to consumer brands; Cultural branding based on ancient myths; Cultural branding based on contemporary myths; Managerial takeaways SEVEN: The natural resources route: branding commodities in four stepsDefine the geographical region; Specify production standards; Authenticate ingredients and processes; Take the brand international; The making of the Café de Colombia brand; Managerial takeaways; EIGHT: The national champions route: leveraging strong support from the state; A brief history of national champions; The rationale for national champions; The limits of national champions; When can national champions build consumer brands?; Emirates Airlines: global brand and national champion; Managerial takeaways; Conclusion |
| Umfang: | 1 Online-Ressource (XVI, 256 S.) |
| ISBN: | 1137276614 1137276622 9781137276612 9781137276629 |
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| 500 | |a A move to adjacent consumer categories for global B2B firmsManagerial takeaways; THREE: The diaspora route: following emigrants into the world; Understanding the diaspora; Ethnic affirmers; Biculturals; Diaspora and reverse diaspora; Using the diaspora as a beachhead to breakout; Dabur: from diaspora to mainstream; Managerial takeaways; FOUR: The brand acquisition route: buying global brands from Western multinationals; The rationale for acquiring global brands; Retain or migrate?; Acquire and migrate; Acquire and retain; Managing acquisitions as a learning capability; Managerial takeaways | ||
| 500 | |a FIVE: The positive campaign route: overcoming negative country-of-origin associationsCountry-of-origin image; Why do country images differ so much?; The role of country of origin in consumer decision-making; Overcoming country-of-origin disadvantage; Nation/region-branding campaigns; Managerial takeaways; SIX: The cultural resources route: positioning on positive cultural myths; A framework for cultural branding; Cultural meanings; Transfer of cultural meaning to consumer brands; Cultural branding based on ancient myths; Cultural branding based on contemporary myths; Managerial takeaways | ||
| 500 | |a SEVEN: The natural resources route: branding commodities in four stepsDefine the geographical region; Specify production standards; Authenticate ingredients and processes; Take the brand international; The making of the Café de Colombia brand; Managerial takeaways; EIGHT: The national champions route: leveraging strong support from the state; A brief history of national champions; The rationale for national champions; The limits of national champions; When can national champions build consumer brands?; Emirates Airlines: global brand and national champion; Managerial takeaways; Conclusion | ||
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| illustrated | Not Illustrated |
| indexdate | 2024-12-20T16:49:37Z |
| institution | BVB |
| isbn | 1137276614 1137276622 9781137276612 9781137276629 |
| language | English |
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| publishDate | 2013 |
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| publisher | Palgrave Macmillan |
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| spellingShingle | Kumar, Nirmalya Brand breakout how emerging market brands will go global BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Entwicklungsländer Wirtschaft Branding (Marketing) Brand name products Branding (Marketing) / Developing countries Brand name products / Developing countries Internationales Marketing (DE-588)4125431-4 gnd Unternehmen (DE-588)4061963-1 gnd Markenpolitik (DE-588)4144679-3 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4061963-1 (DE-588)4144679-3 (DE-588)4053920-9 |
| title | Brand breakout how emerging market brands will go global |
| title_auth | Brand breakout how emerging market brands will go global |
| title_exact_search | Brand breakout how emerging market brands will go global |
| title_full | Brand breakout how emerging market brands will go global Nirmalya Kumar ; Jan-Benedict E. M. Steenkamp |
| title_fullStr | Brand breakout how emerging market brands will go global Nirmalya Kumar ; Jan-Benedict E. M. Steenkamp |
| title_full_unstemmed | Brand breakout how emerging market brands will go global Nirmalya Kumar ; Jan-Benedict E. M. Steenkamp |
| title_short | Brand breakout |
| title_sort | brand breakout how emerging market brands will go global |
| title_sub | how emerging market brands will go global |
| topic | BUSINESS & ECONOMICS / Distribution bisacsh BUSINESS & ECONOMICS / Marketing / General bisacsh Entwicklungsländer Wirtschaft Branding (Marketing) Brand name products Branding (Marketing) / Developing countries Brand name products / Developing countries Internationales Marketing (DE-588)4125431-4 gnd Unternehmen (DE-588)4061963-1 gnd Markenpolitik (DE-588)4144679-3 gnd |
| topic_facet | BUSINESS & ECONOMICS / Distribution BUSINESS & ECONOMICS / Marketing / General Entwicklungsländer Wirtschaft Branding (Marketing) Brand name products Branding (Marketing) / Developing countries Brand name products / Developing countries Internationales Marketing Unternehmen Markenpolitik Schwellenländer |
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