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Brand Breakout: How Emerging Market Brands Will Go Global

Author: Nirmalya Kumar and Jan-Benedict E.M Steenkamp
ISBN: 9781137276612
Original Region: United Kingdom
Original Language: English
Publication Date: 2013
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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.

About the Authors:

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 Timesplaced 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 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

"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)

Hardcover: 272 pages

Product Dimensions:15.5 x 23.5 cm

Excerpt from the origin:



1. The Asian Tortoise Route: Migrating to higher quality and brand premium

2. The Business to Consumer Route: Leveraging B2B strengths in B2C markets

3. The Diaspora Route: Following emigrants into the world

4. The Brand Acquisition Route: Buying global brands from Western multinationals

5. The Positive Campaign Route: Overcoming negative country of origin associations

6. The Cultural Resources Route: Positioning on positive cultural myths

7. The Natural Resources Route: Branding Commodities in four steps

8. The National Champions Route: Leveraging strong support from the state

Conclusion: Looking Ahead

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