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Brand Breakout : How Emerging Market Brands Will Go Global.

[NT 42944] Record Type:	[NT 8598] Electronic resources : [NT 40817] monographic
[NT 47348] Title Information:	How Emerging Market Brands Will Go Global.
[NT 47261] Author:	KumarNirmalya.,
[NT 47353] Alternative Intellectual Responsibility:	SteenkampJan-Benedict E. M.,
[NT 47351] Place of Publication:	New York
[NT 47263] Published:	Palgrave Macmillan;
[NT 47352] Year of Publication:	2013
[NT 47264] Description:	1 online resource (273 pages)
[NT 47266] Subject:	Brand clme products - Developing countries. -
[NT 47266] Subject:	Brand clme products. -
[NT 47266] Subject:	Branding (Marketing) - Developing countries. -
[NT 47266] Subject:	Branding (Marketing) -
[NT 47266] Subject:	BUSINESS & ECONOMICS / Distribution -
[NT 47266] Subject:	BUSINESS & ECONOMICS / Marketing / General -
[NT 51458] Online resource:	http://www.palgraveconnect.com/doifinder/10.1057/9781137276629
[NT 47265] Notes:	AppendixNotes; Index
[NT 50961] ISBN:	9781137276629electronic bk.
[NT 50961] ISBN:	1137276622electronic bk.
[NT 50961] ISBN:	9781137276612
[NT 50961] ISBN:	1137276614
[NT 60779] Content Note:	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.
[NT 60779] Content Note:	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.
[NT 60779] Content Note:	FIVE: The positive clmpaign 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 clmpaigns; 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.
[NT 60779] Content Note:	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 Caf{EFBFBD}e 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.

Brand Breakout : How Emerging Market Brands Will Go Global.
Kumar, Nirmalya.

Brand Breakout : How Emerging Market Brands Will Go Global. - New York : Palgrave Macmillan, 2013. - 1 online resource (273 pages).
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 clmpaign 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 clmpaigns; 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 Caf{EFBFBD}e 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..
AppendixNotes; IndexWritten 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.Description based on print version record.
ISBN 9781137276629ISBN 1137276622ISBN 9781137276612ISBN 1137276614
Brand clme productsBrand clme products.Branding (Marketing)Branding (Marketing)BUSINESS & ECONOMICS / DistributionBUSINESS & ECONOMICS / Marketing / General -- Developing countries. -- Developing countries.

Steenkamp, Jan-Benedict E. M.

Brand Breakout : How Emerging Market Brands Will Go Global.
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327 1 $a 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.
327 1 $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.
327 1 $a FIVE: The positive clmpaign 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 clmpaigns; 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.
327 1 $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 Caf{EFBFBD}e 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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