Building a Global Brand from an Emerging Country

Branding
Knowledge Center

 

Next Topic

Branding > Best Practices > Building a Global Brand from an Emerging Country

Building a Global Brand from an Emerging Country
Anneke Zwart, Student (University), Netherlands, Member
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 over the world) and use them for revenue increases and brand recognition before launching the brands to the mainstream. But how to find the right diasporas? First of all it is the culture of a certain person that shapes identity. When immigrating, identity will be modified whether consciously or not. There will be changes in perceptions, living, norms and values, but also in language and buying behavior. The problem is that social scientists usually think of the acculturation process as one-dimensional; (...) Read more? Sign up for free

Please register now to read all responses and to join this discussion yourself. It's easy and 100% free.

Sign up for free     Log in


   
Special Interest Group Leader

Interested? Sign up for free.


Branding
Summary
Forum
Advantages and Cautions of Brand Extensions
🔥Branding Quotes
What is the Importance of Industrial Branding | B2B Branding?
Best Practices
🥇What is a Brand? Definition of a Brand
🥈Creating versus Modifying a Brand
🥉What is a Power Brand?
Building a Global Brand from an Emerging Country
What is Sub-branding? 3 Types of Sub-brands
Luxury Branding and Inconspicuous Consumption
Criteria for Brand Name Success
Strategic Benefits of Branding


Branding
Knowledge Center

 

Next Topic



About 12manage | Advertising | Link to us / Cite us | Privacy | Suggestions | Terms of Service
© 2020 12manage - The Executive Fast Track. V15.5 - Last updated: 30-5-2020. All names ™ of their owners.