Brand Breakout: How Emerging Market Brands Will Go Global


World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. This best-selling, updated edition outlines eight strategies – including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources – that will take brands from domestic dominance to worldwide triumph and dominance.

For each strategic route, Kumar and Steenkamp examine the ...

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Brand Breakout: How Emerging Market Brands Will Go Global

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World class marketing experts, Nirmalya Kumar and Jan-Benedict Steenkamp set out a cutting-edge plan for emerging market brands to achieve success in international markets. This best-selling, updated edition outlines eight strategies – including the Asian tortoise route, from B2B to B2C, brand acquisition and leveraging cultural resources – that will take brands from domestic dominance to worldwide triumph and dominance.

For each strategic route, Kumar and Steenkamp examine the most effective implementation and identify the problems that companies will face and how these can be overcome. Full of international case studies including HTC, Tata Motors, Samsung, Lenovo, Pearl River Piano, Havaianas and Corona, the authors demonstrate that their strategies and underlying strategic brand-building principles are here to stay. Brand Breakout is not only a practical and enlightening guide for emerging market brands but crucial reading for Western companies who should not underestimate the challenge coming from these up-and-coming international businesses. It equips readers with the knowledge and techniques so that their brand can finally go global.

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Editorial Reviews

From the Publisher
"Anyone with more than a passing interest in how global brands develop should take note...with its summaries and excellent case studies it is a worthwhile read for anyone with an interest in how brands are formed and perceptions changed" - Financial Times

"Brand Breakout is a must-read for all those who dream of crafting global brands - especially large Indian firms which operate globally. The writing is highly readable and replete with concrete examples." - Business Today (India)

"Products made in China are everywhere in the West, but Chinese brands are rarely seen. Chinese companies now aspire to change this situation. I am excited to read Brand Breakout, and hope more and more Chinese companies can work smart (not just hard) to build Chinese brands on a global scale." - Zhuo (Joe) Wang, CEO, Shanghai Jahwa United and Chairman, Herborist Cosmetics

"Kumar and Steenkamp's richly researched book are doing two groups a big favor: helping the brands coming out of emerging markets to go global; and helping mature brands from the West go on alert. This book should be required reading by all global brand executives." - Philip Kotler, S.C. Johnson Professor of International Marketing, Kellogg School of Management, Northwestern University

"Brand Breakout is the next frontier. A timely reminder to the companies from emerging countries on how they can choose the right way." - Ravi Kant, Vice Chairman, Tata Motors

"The next set of big global brands will come from emerging countries. Kumar and Steenkamp show the eight routes by which this will happen. Every serious brand strategist needs to see their insights into the future of global branding." - David A. Aaker, Vice-Chairman, Prophet

"Global brands are ubiquitous but there are still very few from emerging markets. Brand Breakout is essential reading for managers and public policy makers interested in developing global brands from these economies and their impact on global competition." - Laura D. Tyson, S.K. and Angela Chan Chair of Global Management, University of California, Berkeley and Former Chair of President's Council of Economic Advisors, Clinton Administration

"Emerging market firms are still better at manufacturing than branding. Brand Breakout provides CEOs with a timely and systematic roadmap of recommendations to change this." - John Quelch, Professor, Harvard Business School; Former Dean,CEIBS (China Europe International Business School)
"Brand Breakout is a must-read not only for those that run local companies and brands expanding internationally, but for all of us that compete against them in their own territories, and are compelled to win with global brands and strategies against a variety of very local realities." - Juan Alanis, General Manager, The Estée Lauder Companies Inc., Mexico.

"I loved the central idea of the book and the eight ideas on brand building... Brands are after all more about human appeal than just being a product or service with great features. They need to have mystery and enigma to be able to get consumers to love them. That is the secret sauce… I recommend this book for all those who dream of crafting global brands – especially for large Indian firms that operate globally." - Times of India

"As two most well-known marketing scholars on emerging markets in the world, Nirmalya Kumar and JB Steenkamp provide a definitive guideline for emerging market brands here. The eight routes proposed in this book lay out a comprehensive roadmap for those aspiring companies and countries to effectively enter global markets, and will have a far-reaching impact in the years to come. It also provides great insights on the transition of the economic development mode of China. A novel and thought-provoking masterpiece!" - Yubo CHEN, Professor and Deputy Chair of Marketing, Tsinghua University

"Outstanding book. It is fascinating and undoubtedly a must read piece for managers in both Western and emerging market companies. It was eye-opening to see how Chinese and other emerging market firms are changing from a clear focus on manufacturing and supply chain efficiencies to building brand equities and allocating enough resources behind them. This is our new competition. It seems they now realize that the real value of their companies is in their brands. And it is not until they fully comprehend this that the expansion of these brand equities can really take place; Corona from Mexico is a good example." - Henry Gomez, Vice-President Business Development for Latin America, Pepsico

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Product Details

  • ISBN-13: 9781137276612
  • Publisher: Palgrave Macmillan
  • Publication date: 6/18/2013
  • Pages: 272
  • Sales rank: 1,399,573
  • Product dimensions: 6.54 (w) x 9.34 (h) x 0.92 (d)

Meet the Author

Dr. Nirmalya Kumar is Member-Group Executive Council at Tata Sons. He reports directly to the Chairman of the $100 billion plus Tata group and is responsible for group strategy. Previously, he was professor of marketing at the London Business School and also taught at Columbia Business School, Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management). Dr. Kumar has written seven books, including Marketing as Strategy and India Inside. He has also published several articles in Harvard Business Review and many other leading academic jourbanals. As a consultant, he has worked with more than 50 Fortune 500 companies in 60 different countries as well as served on several boards of directors. Dr. Kumar was included in Thinkers50 (the biannual listing of the top 50 management thinkers in the world) and received their "Global Village Award" for the person who contributed the most to the business community's understanding of globalization and the new frontiers established by emerging markets. Dr. Kumar received his B.Com from Calcutta University, his MBA from the University of Illinois at Chicago and his PhD. in marketing from the Kellogg School of Management, Northwestern University.

Jan-Benedict E. M. Steenkamp (Dr. h.c., PhD, MSc, BSc) is the Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina's Kenan-Flagler Business School, Executive Director of AiMark and Fellow at the Institute for Sustainable Innovation and Growth at Fudan University (Shanghai). He also teaches in a joint program at Tsinghua University (Beijing). A native of the Netherlands, Prof. Steenkamp has taught, consulted, and given executive seminars in all continents. He has received an honorary doctorate from Aarhus University (Denmark) and an array of lifetime achievement honors, including from the Royal Netherland Academy of Sciences and the European Marketing Academy. His work has received over 25,000 citations, and he is rated the most influential marketing scholar of the last decade. Prof. Steenkamp is a valued branding and strategy consultant, and his work has been featured in the Harvard Business Review, The Wall Street Jourbanal, Financial Times, The Economist, The New York Times, Bloomberg Businessweek, and numerous other media outlets in the U.S., Europe, the Middle East, South Africa, India, China, and South Korea. Prof. Steenkamp has written eight cases on emerging market companies, including Huawei, Haier, TCL, Pearl River Piano, Sand River, Shanghai VIVE, Galanz, and Proton, which are available through The Case Center ( His activities can be followed on the website

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Table of Contents

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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