Abstract
The chapter “Strategies for Successful Brand Building and Marketing in the Key Emerging Markets” gives a profound explanation of the major strategies and frameworks that should be considered when engaging in brand development and market expansion exercises in the BRICs. Based on the country overviews, the major implications are identified and summarized in 25 different strategies. Specific process knowledge will be given regarding how to decide on a more foreign versus a more localized positioning. “Glocalization” and the development of truly “Market-Driven Positioning” will be featured as the key to sustainable success in many contexts. Several additional emerging market strategies will be explained and illustrated, such as: the different types of brand stretching, acquisitions of local brands, emotionalization, premiumization, educational approaches, expansion along city clusters and country-of-origin strategies. As cultural values and specific local preferences are key to understanding consumer needs, this book puts a special focus on cultural values as purchase drivers and a basis for successful positioning. The strategies are based on first-hand business experience, professional consulting insights and scientific data. They will help to guide marketing and communications managers to think strategically beyond their experiences in developed Western markets.
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Schaffmeister, N. (2015). Strategies for Successful Brand Building and Marketing in the Key Emerging Markets. In: Brand Building and Marketing in Key Emerging Markets. Management for Professionals. Springer, Cham. https://doi.org/10.1007/978-3-319-19482-0_8
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