Brand Building and Marketing in Key Emerging Markets

A Practitioner’s Guide to Successful Brand Growth in China, India, Russia and Brazil

  • Niklas Schaffmeister

Part of the Management for Professionals book series (MANAGPROF)

Table of contents

  1. Front Matter
    Pages i-xx
  2. New Forces in Global Marketing

    1. Front Matter
      Pages 1-1
    2. Niklas Schaffmeister
      Pages 3-16
  3. External Environment: Understanding the BRIC Markets as Foundation for Successful Marketing

    1. Front Matter
      Pages 45-45
    2. Niklas Schaffmeister
      Pages 47-106
    3. Niklas Schaffmeister
      Pages 107-154
    4. Niklas Schaffmeister
      Pages 155-196
    5. Niklas Schaffmeister
      Pages 197-247
  4. BRIC Branding Framework

    1. Front Matter
      Pages 249-249
    2. Niklas Schaffmeister
      Pages 391-395
  5. Back Matter
    Pages 397-405

About this book


This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world.


Brand adjustment Brand building Brand strategy Emerging growth markets Localization Market expansion

Authors and affiliations

  • Niklas Schaffmeister
    • 1
  1. 1.Communication GmbHglobeone – Strategy • Brand •CologneGermany

Bibliographic information

Industry Sectors
Chemical Manufacturing
Finance, Business & Banking
Consumer Packaged Goods
Oil, Gas & Geosciences