Ask a person on any street in the West to quickly name a brand from an emerging market and you will draw a blank. In fact, a study of western consumers revealed just how low the spontaneous recall of Chinese brands is; emerging market companies are painfully aware of this fact. Many leading companies from emerging markets feel that their country of origin's image handicaps them and presents an obstacle when selling their products and services to western consumers. In Brand Breakout, marketing experts Nirmalya Kumar and Jan Steenkamp examine how companies from what are now considered emerging markets will successfully reach, and in some cases are already reaching, the developed world as consumer brands. The authors outline eight strategies that emerging market brands can pursue to become truly global consumer brands.
About the Author
Dr Nirmalya Kumar is Professor of Marketing and Co-Director of Aditya Birla India Centre at London Business School, UK. He is one of the worlds leading thinkers on strategy and marketing; having also taught at Harvard Business School, IMD and Northwestern University Hias research ahs ben widely published in journals such as Harvard Business Review and Journal of Marketing Research. Nirmalya has written six books and his publications have attracted more than 7,500 citations on Google Scholar. As a consultant, coach, and conference speaker, Nirmalya has worked with more than 50 Fortune 500 companies in 60 different countries. He has served on several boards of directors, including billion dollar plus companies and companies included in India's stock indices. He has had over 500 press appearances as well as several teaching, research, and lifetime achievement honors. In 2010, Speaking.com voted Nirmalya amongst the top 5 marketing speakers worldwide; the Economic Times placed him 6th on the list of Global Indian Thought Leaders; whilst the Economist referred to him as a 'rising superstar' in their cover story 'The New Masters of Management.' In 2011, he was included in Times Thinkers 50 list and received their 'Global Village Award' (for the person who contributed most to the business community's understanding of globalization and the new frontiers established by the emerging markets).
Jan Benedict E.m. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the Kenan-Flagler Business School, University of North Carolina. He also is executive director of AiMark, a global institute, bringing together top academics and leading global companies. A native from the Netherlands, he has taught at universities in Austria, Belgium, the Netherlands, Spain, South Africa, U.K., and the U.S. and he has given executive seminars in all continents. He has received an honorary doctorate and multiple lifetime honors, including from the Royal Netherlands Academy of Sciences. He has consulted with a large number of companies on branding and strategy. He has written three books and over 100 articles in leading marketing and management journals, including the Harvard Business Review. He is ranked # 1 in the world on scholarly influence in marketing in the last decade. His work has received over 18,000 citations, and has been featured in the Wall Street Journal, Financial Times, The Economist, New York Times, Los Angeles Times, The Times of India, Ad Age, regional newspapers, and a variety of trade magazines, websites, and blogs.
"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 required reading by all global brand executives." - Philip Kotler, S.C. Johnson Professor of International Marketing, Kellogg School of Management, Northwestern University
"Brand Breakout is the next frontier. A timely reminder to the companies from emerging countries on how they can choose the right way." - Ravi Kant, Vice Chairman, Tata Motors
"The next set of big global brands will come from emerging countries. Kumar and Steenkamp show the eight routes by which this will happen. Every serious brand strategist needs to see their insights into the future of global branding." - David A. Aaker, Vice-Chairman, Prophet
"Global brands are ubiquitous but there are still very few from emerging markets. Brand Breakout is essential reading for managers and public policy makers interested in developing global brands from these economies and their impact on global competition." - Laura D. Tyson, S.K. and Angela Chan Chair of Global Management, University of California, Berkeley and Former Chair of President's Council of Economic Advisors, Clinton Administration
"Emerging market 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)
"Brand Breakout is a must-read not only for those that run local companies and brands expanding internationally, but for all of us that compete against them in their own territories, and are compelled to win with global brands and strategies against a variety of very local realities." - Juan Alanis, General Manager, The Estee Lauder Companies Inc., Mexico.
'I loved the central idea of the book and the eight ideas on brand building... Brands are after all more about human appeal than just being a product or service with great features. They need to have mystery and enigma to be able to get consumers to love them. That is the secret sauce I recommend this book for all those who dream of crafting global brands especially for large Indian firms that operate globally.' - Times of India
"As two most well-known marketing scholars on emerging markets in the world, Nirmalya Kumar and JB Steenkamp provide a definitive guideline for emerging market brands here. The eight routes proposed in this book lay out a comprehensive roadmap for those aspiring companies and countries to effectively enter global markets, and will have a far-reaching impact in the years to come. It also provides great insights on the transition of the economic development mode of China. A novel and thought-provoking masterpiece!" - Yubo CHEN, Professor & Deputy Chair of Marketing, Tsinghua University
'Outstanding book. It is fascinating and undoubtedly a must read piece for managers in both Western and emerging market companies. It was eye-opening to see how Chinese and other emerging market firms are changing from a clear focus on manufacturing and supply chain efficiencies to building brand equities and allocating enough resources behind them. This is our new competition. It seems they now realize that the real value of their companies is in their brands. And it is not until they fully comprehend this that the expansion of these brand equities can really take place; Corona from Mexico is a good example.' - Henry Gomez, Vice-President Business Development for Latin America, Pepsico
Number Of Pages: 256
Published: 13th June 2013
Publisher: Palgrave Macmillan
Country of Publication: GB
Dimensions (cm): 23.5 x 15.5 x 2.7
Weight (kg): 0.58
Edition Number: 1