Table of contents for Brand breakout : how emerging market brands will go global / Nirmalya Kumar, Jan-Benedict E.M. Steenkamp.


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Introduction 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


Library of Congress subject headings for this publication:
Branding (Marketing)
Brand name products.
Branding (Marketing) -- Developing countries.
Brand name products -- Developing countries.