Brand Breakout: How Emerging Market Brands Will Go Global [NOOK Book]


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
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Brand Breakout: How Emerging Market Brands Will Go Global

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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
Read More Show Less

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: 9781137276636
  • Publisher: Palgrave Macmillan
  • Publication date: 6/13/2013
  • Sold by: Barnes & Noble
  • Format: eBook
  • Pages: 272
  • File size: 3 MB

Meet the Author

Dr Nirmalya Kumar is Professor of Marketing and Co-Director of
Aditya Birla India Centre at London Business School, UK. He is one of the worlds
leading thinkers on strategy and marketing; having also taught at Harvard Business
School, IMD and Northwestern University Hias research ahs ben widely published in
journals such as Harvard Business Review and Journal of Marketing Research. Nirmalya
has written six books and his publications have attracted more than 7,500 citations
on Google Scholar. As a consultant, coach, and conference speaker, Nirmalya has
worked with more than 50 Fortune 500 companies in 60 different countries. He has
served on several boards of directors, including billion dollar plus companies and
companies included in India's stock indices. He has had over 500 press appearances
as well as several teaching, research, and lifetime achievement honors. In 2010, voted Nirmalya amongst the top 5 marketing speakers worldwide; the
Economic Times placed him 6th on
the list of Global Indian Thought Leaders; whilst the Economist referred to him as a 'rising superstar' in their
cover story 'The New Masters of Management.' In 2011, he was included in Times Thinkers 50 list and received
their 'Global Village Award' (for the person who contributed most to the business
community's understanding of globalization and the new frontiers established by the
emerging markets).

Massey Distinguished Professor of Marketing and Marketing Area Chair at the
Kenan-Flagler Business School, University of North Carolina. He also is executive
director of AiMark, a global institute, bringing together top academics and leading
global companies. A native 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 given executive seminars in all continents. He has received an honorary
doctorate and multiple lifetime honors, including from the Royal Netherlands Academy
of Sciences. He has consulted with a large number of companies on branding and
strategy. He has written three books and over 100 articles in leading marketing and
management journals, including the Harvard Business Review. He is ranked # 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 Wall Street Journal, Financial
Times, The Economist, New York Times, Los Angeles Times, The Times of India, Ad Age,
regional newspapers, and a variety of trade magazines, websites, and
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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
Looking Ahead
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