eBook - ePub
Brand Breakout
How Emerging Market Brands Will Go Global
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- ePUB (mobile friendly)
- Available on iOS & Android
eBook - ePub
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About This Book
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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Yes, you can access Brand Breakout by Nirmalya Kumar,Jan-Benedict E.M Steenkamp in PDF and/or ePUB format, as well as other popular books in Business & International Business. We have over one million books available in our catalogue for you to explore.
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INDEX
Numbers in bold refer to Tables
3G Capital 95
Abu Dhabi 207, 211
Academy Wards 163
acculturation 73, 74
Acer 142
Ades, Alberto 195
Adidas 53, 137, 138
aerospace/airline industry 185, 190–2, 193
Emirates Airlines 206–12
Africa 39, 57, 64, 96, 149
culture 149, 164, 198
diamonds 168, 171, 172, 173
diaspora 71, 90
natural resources 30, 97
Agricultural Bank of China 22
Air China 192
Air France 190, 210
Air India 202
Airbus 185, 190–2, 209–10
Akai 58
Albaugh, Jim 192
Albrecht, Karl 196
Alcatel-Lucent 17, 110, 225
alcohol 34, 173
beer 15, 17, 81, 82–3, 137
wine 167–8, 174–5, 178–9
Aldi 196
Allianz 225
Almaviva wine 179
Alpargatas SA 159–63
Altadis SA 175
Amazon 66, 163
AMC Entertainment 96
American Motors 20
Android 67, 68, 70, 197
Angola 30, 172
Anstey, Jim 162
Anta 137
appellation d’origine contrôlée (AOC) 174, 175
Apple 27, 34, 142, 196
B2B 48–9, 52, 53, 61, 66, 68–9
iPads 68
iPhones 2, 56, 61, 197
Aquascutum 95
Arco Iris 87
Argentina 159, 198–9
Arsenal Football Club 210
ASD 15, 48, 58–60, 61, 132
A...
Table of contents
- Cover
- Title
- Copyright
- Contents
- List of figures
- List of tables
- Preface
- Acknowledgments
- Introduction
- One: The Asian Tortoise route: migrating to higher quality and brand premium
- Two: The business to consumer route: leveraging B2B strengths in B2C markets
- Three: The diaspora route: following emigrants into the world
- Four: The brand acquisition route: buying global brands from Western multinationals
- Five: The positive campaign route: overcoming negative country-of-origin associations
- Six: The cultural resources route: positioning on positive cultural myths
- Seven: The natural resources route: branding commodities in four steps
- Eight: The national champions route: leveraging strong support from the state
- Conclusion
- Appendix
- Notes
- Index