Brand Breakout How Emerging Market Brands Will Go Global [Paperback]

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.Introduction 1. The Asian Tortoise Route: Migrating to higher quality and brand premium 2. The Business to Consumer Route: Leveraging B2B strengths in B2C markets 3. The Diaspora Route: Following emigrants into the world 4. The Brand Acquisition Route: Buying global brands from Western multinationals 5. The Positive Campaign Route: Overcoming negative country of origin associations 6. The Cultural Resources Route: Positioning on positive cultural myths 7. The Natural Resources Route: Branding Commodities in four steps 8. The National Champions Route: Leveraging strong support from the state Conclusion: Looking Ahead

Anyone with more than a passing interest in how global brands develop should take note...with its summaries and excellent case studies it is a worthwhile read for anyone with an interest in how brands are formed and perceptions changed - Financial Times

Brand Breakout is a must-read for all those who dream of crafting global brands - especially large Indian firms which operate globally. The writing is highly readable and replete with concrete examples. - Business Today (India)

Products made in China are everywhere in the West, but Chinese brands are rarely seen. Chinese companies now aspire to change this situation. I am excited to read Brand Breakout, and hope more and more Chinese companies can work smart (not just hard) to build Chinese brands on a global scale. - Zhuo (Joe) Wang, CEO, Shanghai Jahwa United and Chairman, Herborist Cosmetics

Kumar and Steenkamp's richly researched book are doing two groups a big favor: helping the brands coming out of emerging markets to go global; and helping mature brands from the West go on alert. This book should be requiredl&