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Brand Breakout = How Emerging Market Brands Will Go Global.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Brand Breakout/
Reminder of title:	How Emerging Market Brands Will Go Global.
Author:	Kumar, Nirmalya.
other author:	Steenkamp, Jan-Benedict E. M.
Published:	New York :Palgrave Macmillan, : 2013.,
Description:	1 online resource (273 pages)
Notes:	AppendixNotes; Index.
Subject:	Branding (Marketing) - Developing countries. -
ISBN:	9781137276629 (electronic bk.)

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

Brand BreakoutHow Emerging Market Brands Will Go Global.[electronic resource] : - New York :Palgrave Macmillan,2013. - 1 online resource (273 pages)

AppendixNotes; Index.

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.

ISBN: 9781137276629 (electronic bk.)

Standard No.: 10.1057/9781137276629doiSubjects--Topical Terms:

239891
Branding (Marketing)
--Developing countries.Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: HF5415.1255 .K857 2013

Dewey Class. No.: 658.8

Brand Breakout = How Emerging Market Brands Will Go Global.
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020 $a 9781137276629 (electronic bk.)
020 $a 1137276622 (electronic bk.)
020 $a 9781137276612
020 $a 1137276614
024 7 $a 10.1057/9781137276629 $2 doi
029 1 $a DEBSZ $b 391290037
029 1 $a NLGGC $b 363521917
035 $a (OCoLC)851972628
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082 0 4 $a 658.8 $a 658.827
100 1 $a Kumar, Nirmalya. $3 239888
245 1 0 $a Brand Breakout $h [electronic resource] : $b How Emerging Market Brands Will Go Global.
260 $a New York : $c 2013. $b Palgrave Macmillan,
300 $a 1 online resource (273 pages)
336 $a text $b txt $2 rdacontent
337 $a computer $b c $2 rdamedia
338 $a online resource $b cr $2 rdacarrier
500 $a AppendixNotes; Index.
500 $a Written 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.
505 0 $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.
505 8 $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.
505 8 $a FIVE: The positive campaign 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 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.
505 8 $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�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.
588 $a Description based on print version record.
650 4 $a Branding (Marketing) $z Developing countries. $3 239891
650 4 $a Brand name products. $3 86051
650 4 $a Brand name products $z Developing countries. $3 239890
650 7 $a BUSINESS & ECONOMICS / Marketing / General $2 bisacsh $3 236617
650 7 $a BUSINESS & ECONOMICS / Distribution $2 bisacsh $3 237294
650 4 $a Branding (Marketing) $3 131614
655 4 $a Electronic books. $2 local. $3 96803
700 1 $a Steenkamp, Jan-Benedict E. M. $3 239889
776 0 8 $i Print version: $a Kumar, Nirmalya. $t Brand Breakout : How Emerging Market Brands Will Go Global. $d New York : Palgrave Macmillan, ?013 $z 9781137276612#4