Brand Breakout

Written by the world's leading thinkers on brand strategy, this updated paperback edition 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.

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.

A unique approach to emerging brands, no other book approaches the topic of emerging brands and economies from this angle An outstanding list of brands and insider interviews: drawing on academic and practitioner research, and their consulting experience Kumar and Steenkamp illustrate their practical advice with case studies, examples and interviews from high-profile brands including Corana, Emirates, and Nandos

Autorentext
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 journals. 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 Journal, 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 (www.thecasecentre.org). His activities can be followed on the website www.brandbreakout.com.

Inhalt
Introduction 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