Building a Global Brand from an Emerging Country

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Branding > Forum > Building a Global Brand from an Emerging Country

Building a Global Brand from an Emerging Country
Anneke Zwart, Student (University), Netherlands, Moderator
Many companies in emerging market countries have tried to successfully create brands in the developed countries’ markets, but only few have succeeded (Lenovo, Tata and Natura are examples).
Kumar and Steenkamp (2013) studied some emerging market companies that built global brands successfully. They found the key success factor is targeting the right and receptive diasporas (Editor: ~a large group of people with a similar heritage or homeland who have since moved out to places all ov... Read more? Sign up for free
 

   

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