Brand Breakout How Emerging Market Brands Will Go Global
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.
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firms are still better at manufacturing than branding. Brand Breakout provides CEOs with a timely and systematic roadmap of recommendations to change this.” John Quelch, Professor, Harvard Business School & Former Dean of CEIBS (China Europe International Business School) “An encouraging and integral reading about how emerging markets companies could rapidly expand the value of their offering. It recognizes how crucial it becomes to unlock value through ‘the art’ of brand building with tangible and relevant principles. Certainly, leveraging the full potential of the crosscultural diaspora strategy will be fundamental for brands determined to thrive in global markets. An extraordinary book with priceless insights that every marketing manager should treasure.” Leandro Berrone, Marketing VP Cuauhtémoc Moctezuma, Part of the Heineken Company
BRAND BREAKOUT HOW EMERGING MARKET BRANDS WILL GO GLOBAL
NIRMALYA KUMAR JAN-BENEDICT E.M. STEENKAMP
© Nirmalya Kumar and Jan-Benedict E.M. Steenkamp 2013 All rights reserved. No reproduction, copy or transmission of this publication may be made without written permission. No portion of this publication may be reproduced, copied or transmitted save with written permission or in accordance with the provisions of the Copyright, Designs and Patents Act 1988, or under the terms of any licence permitting limited copying issued by the Copyright Licensing Agency, Saffron House, 6–10 Kirby Street, London EC1N 8TS. Any person who does any unauthorized act in relation to this publication may be liable to criminal prosecution and civil claims for damages. The authors have asserted their rights to be identified as the authors of this work in accordance with the Copyright, Designs and Patents Act 1988. First published 2013 by PALGRAVE MACMILLAN Palgrave Macmillan in the UK is an imprint of Macmillan Publishers Limited, registered in England, company number 785998, of Houndmills, Basingstoke, Hampshire RG21 6XS. Palgrave Macmillan in the US is a division of St Martin’s Press LLC, 175 Fifth Avenue, New York, NY 10010. Palgrave Macmillan is the global academic imprint of the above companies and has companies and representatives throughout the world. Palgrave® and Macmillan® are registered trademarks in the United States, the United Kingdom, Europe and other countries. ISBN 978-1-349-44674-2 ISBN 978-1-137-27662-9 (eBook) DOI 10.1057/9781137276629
This book is printed on paper suitable for recycling and made from fully managed and sustained forest sources. Logging, pulping and manufacturing processes are expected to conform to the environmental regulations of the country of origin. A catalogue record for this book is available from the British Library. A catalog record for this book is available from the Library of Congress. Typeset by Aardvark Editorial Limited, Metfield, Suffolk
To MK – emerging market conception, hopefully on the way to becoming a global brand NK To my father – without whom I would never have been where I am now – and to Valarie – whose love ensures I am happy where I am JBS
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