Abstract
What do Toyota and Samsung have in common? They are the only two Asian companies that appear on both the Interbrand list and the Millward Brown list of the most valuable global brands (Table 1.1). To rank on the Interbrand 100, a brand must have a global sales footprint. Toyota and Samsung do, along with eight other Asian brands from the automotive and electronics industries of Japan and South Korea. To make the Millward Brown list, a brand need not be global, just have financial clout. Again, Toyota and Samsung are not the only Asian brands on this list: many domestic Chinese brands have clout, thanks to their monopolistic position in a large domestic market.
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Notes
See Geert Hofstede (2001), Culture’s Consequences (2nd edn), Thousand Oaks, CA: Sage, for an in-depth discussion of the role of long- versus short-term orientation on company behavior.
For an in-depth treatment of how brand reputation can affect perceived product quality, see Jan-Benedict E.M. Steenkamp (1989), Product Quality, Assen, The Netherlands: Van Gorcum
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For a discussion of the “Hard Way First” and “Easy Way First” approaches, see Jin Zhanming (2009), “Corporate Strategies of Chinese Multinationals,” in Jean-Paul Larcon (ed.), Chinese Multinationals, Singapore: World Scientific Publishing, pp. 25–7.
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© 2013 Nirmalya Kumar and Jan-Benedict E.M. Steenkamp
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Kumar, N., Steenkamp, JB.E.M. (2013). The Asian Tortoise Route. In: Brand Breakout. Palgrave Macmillan, London. https://doi.org/10.1057/9781137276629_2
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DOI: https://doi.org/10.1057/9781137276629_2
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