Brand Breakout

Name: Brand Breakout
Author: Nirmalya Kumar

How Emerging Market Brands Will Go Global

Specificaties

Paperback, blz. | Engels

Palgrave Macmillan UK | e druk, 2015

ISBN13: 9781137467591

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Palgrave Macmillan UK e druk, 2015 9781137467591

€ 57,92

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Samenvatting

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.

Specificaties

ISBN13:9781137467591

Taal:Engels

Bindwijze:paperback

Uitgever:Palgrave Macmillan UK

Hoofdrubriek:Algemeen management, Economie

Inhoudsopgave

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