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. Brand Breakout 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 triumphominance cultural resources rand will go global.kground . For each strategic route, Kumar and Steenkamp examine the most effective implementation as well as identifying the problems that companies will face and how these can be overcome. Full of case studies from around the world 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. By understanding their strategies and success factors, Western companies can plot their counter-strategies for this new business environment. In this engaging and illuminating book, Brand Breakout equips readers with the knowledge and techniques so that their brand can finally go global.

[...]... few brands that can lay claim to being a global consumer brand from an emerging economy Going ahead, in the spirit of next practice, we are convinced that we will witness the rise of global brands from emerging markets Many will try, some will fail, and a fortunate few will succeed Since fortune favors the prepared mind, we develop eight different routes that emerging market brands can take to global. .. consumers Product–country match A model for cultural branding Branding natural resources Three-year moving average prices of three types of Arabica coffee C3 framework of factors determining the success of national champions as a global brand LIST OF TABLES I.1 Eight routes to global brands 1.1 Leading Asian brands, 2012 The tortoise strategy to build global 1.2 brands Strategic analysis of the key success... develop a stronger rationale for what currently exists (or “best practice” in that all observed global brands are from the developed nations) But, as always, we did not stop there We began imagining “next 25/643 practice” or what is to come Several hypotheses were generated on how emerging market brands could go global The outcome of that debate, with years of research intervening, is this book The book... executives We met over 20 years ago in the United States Since then, we have collaborated on many different research, teaching, and consulting projects related to global strategy, marketing, and branding This book originated, as have many of our projects, during a casual conversation over a bottle of Bordeaux It began with a question: why don’t we observe global brands from emerging markets? This predictably... for acquiring global brands Retain or migrate? Acquire and migrate Acquire and retain Managing acquisitions as a learning capability Managerial takeaways FIVE The positive campaign route: overcoming negative countryof-origin associations Country-of-origin image Why do country images differ so much? The role of country of origin in consumer decision-making 16/643 Overcoming country-of-origin disadvantage... book The book was a journey of discovery for us Our research led us to voraciously read books, cases, and articles about emerging market brands We made, individually as well as a team, numerous trips to emerging markets in order to interview executives who aspired to build global brands We observed companies and factories from Brazil to India, to South Africa, and of course China We had research associates... term emerging markets” was unknown Developed countries accounted for more than 80 percent of world GDP and world trade And any global brands like Coca-Cola and Mercedes that existed were exclusively from the West Fast-forward 50 years The global economic reality under which multinational corporations now operate has changed beyond the wildest dreams of even the most optimistic “Third World” policy-maker... consumer brand A move to adjacent consumer categories for global B2B firms Managerial 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 15/643 Dabur: from diaspora to mainstream Managerial takeaways FOUR The brand acquisition route: buying global brands. .. disadvantage Nation/region-branding campaigns 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... observed green shoots of global brands where there had once been ignorance on our part 26/643 As was true for us, we realize that, for the moment, it is difficult for many Western consumers to spontaneously recall a consumer brand by an emerging market company Let us conduct a simple test: Have you heard of Haier? What products does it sell? And, finally, do you know what the brand stands for? If the . Berrone, Marketing VP Cuauhtémoc Moctezuma, Part of the Heinek- en Company 5/643 BRAND BREAKOUT HOW EMERGING MARKET BRANDS WILL GO GLOBAL NIRMALYA KUMAR JAN-BENEDICT E.M as a global brand 19/643 LIST OF TABLES I.1 Eight routes to global brands 1.1 Leading Asian brands, 2012 1.2 The tortoise strategy to build global brands 2.1 Strategic