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Brand Breakout: How Emerging Market Brands Will Go Global Hardcover – June 18, 2013

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Product Details

  • Hardcover: 272 pages
  • Publisher: Palgrave Macmillan (June 18, 2013)
  • Language: English
  • ISBN-10: 1137276614
  • ISBN-13: 978-1137276612
  • Product Dimensions: 10 x 5.8 x 0.9 inches
  • Shipping Weight: 1.3 pounds (View shipping rates and policies)
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (2 customer reviews)
  • Amazon Best Sellers Rank: #309,161 in Books (See Top 100 in Books)

Editorial Reviews


"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 a must-read for all those who dream of crafting global brands - especially large Indian firms which operate globally. The writing is highly readable and replete with concrete examples." - Business Today (India)

"Products made in China are everywhere in the West, but Chinese brands are rarely seen. Chinese companies now aspire to change this situation. I am excited to read Brand Breakout, and hope more and more Chinese companies can work smart (not just hard) to build Chinese brands on a global scale." - Zhuo (Joe) Wang, CEO, Shanghai Jahwa United and Chairman, Herborist Cosmetics

"Kumar and Steenkamp's richly researched book are doing two groups a big favor: helping the brands coming out of emerging markets to go global; and helping mature brands from the West go on alert. This book should be required reading by all global brand executives." - Philip Kotler, S.C. Johnson Professor of International Marketing, Kellogg School of Management, Northwestern University

"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

"Global brands are ubiquitous but there are still very few from emerging markets. Brand Breakout is essential reading for managers and public policy makers interested in developing global brands from these economies and their impact on global competition." - Laura D. Tyson, S.K. and Angela Chan Chair of Global Management, University of California, Berkeley and Former Chair of President's Council of Economic Advisors, Clinton Administration

"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)

"Brand Breakout is a must-read not only for those that run local companies and brands expanding internationally, but for all of us that compete against them in their own territories, and are compelled to win with global brands and strategies against a variety of very local realities." - Juan Alanis, General Manager, The Estée Lauder Companies Inc., Mexico.

'I loved the central idea of the book and the eight ideas on brand building... Brands are after all more about human appeal than just being a product or service with great features. They need to have mystery and enigma to be able to get consumers to love them. That is the secret sauce… I recommend this book for all those who dream of crafting global brands – especially for large Indian firms that operate globally.' - Times of India

"As two most well-known marketing scholars on emerging markets in the world, Nirmalya Kumar and JB Steenkamp provide a definitive guideline for emerging market brands here. The eight routes proposed in this book lay out a comprehensive roadmap for those aspiring companies and countries to effectively enter global markets, and will have a far-reaching impact in the years to come. It also provides great insights on the transition of the economic development mode of China. A novel and thought-provoking masterpiece!" - Yubo CHEN, Professor & Deputy Chair of Marketing, Tsinghua University

'Outstanding book. It is fascinating and undoubtedly a must read piece for managers in both Western and emerging market companies. It was eye-opening to see how Chinese and other emerging market firms are changing from a clear focus on manufacturing and supply chain efficiencies to building brand equities and allocating enough resources behind them. This is our new competition. It seems they now realize that the real value of their companies is in their brands. And it is not until they fully comprehend this that the expansion of these brand equities can really take place; Corona from Mexico is a good example.' - Henry Gomez, Vice-President Business Development for Latin America, Pepsico

About the Author

Nirmalya Kumar is professor of Marketing and co-director of Aditya Birla India Centre at London Business School. His research has been widely published in journals such as the Harvard Business Review and Journal of Marketing Research, and he has published six books.
Jan-Benedict E.M. Steenkamp is the C. Knox Massey Distinguished Professor of Marketing and Marketing Area Chair at the University of North Carolina Kenan-Flagler Business School. He has consulted with companies like Procter & Gamble, Kraft, and Johnson & Johnson on branding and strategy, and he has written for the Harvard Business Review, The Wall Street Journal, and the Financial Times, among others.

More About the Author

Dr. Nirmalya Kumar is Professor of Marketing and Co-Director of Aditya Birla India Centre at London Business School. He is one of the world's leading thinkers on strategy and marketing; having also taught at Harvard Business School, IMD (Switzerland) and Northwestern University (Kellogg School of Management).

As an author, Nirmalya has written seven books, five of which are published by Harvard Business Press: Marketing as Strategy (2004), Private Label Strategy (2007), Value Merchants (2007), India's Global Powerhouses (2009), and India Inside (2012). His latest book is Brand Breakout: How Emerging Market Brands Will Go Global

Nirmalya is an outlier among marketing professors, having accomplished the rare feat of publishing six articles each in both the Journal of Marketing Research (the premier journal for marketing academics) and the Harvard Business Review (the premier journal for business practice). His publications have attracted more than 10,000 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.

Nirmalya received his B.Com. from Calcutta University (graduating first in a class of 5,251 students), his MBA from the University of Illinois at Chicago (scoring a perfect 5.0 grade point average), and his PhD in marketing from Kellogg Graduate School of Management (winning the Marketing Science Institute's Alden G. Clayton Award for his PhD dissertation).

All of the above has led to 500 press appearances, six European case (ECCH) adoption awards, as well as several teaching, research, and lifetime achievement honors. In 2010, voted Nirmalya amongst the top 5 marketing speakers worldwide; the Economic Times placed 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 Thinkers50 (the biannual listing of the top 50 management thinkers in the world) 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). In 2012 he was named among the 50 Best Business School Professors and in 2013 among the 50 most influential B-School professors.

In his personal life, Nirmalya is a passionate supporter of the arts. He is the custodian of amongst the largest known private collection of paintings by Jamini Roy (1887-1972; the father of Indian modern art) and Rabindranath Tagore (1861-1941; the first Asian to win a Nobel Prize). In recognition of his patronage and promotion of South Asian Art, SOAS (the School of Oriental and African Studies of University of London) awarded him an Honorary Fellowship in 2012.

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful By A. Schaefer on July 25, 2013
Format: Hardcover Verified Purchase
I teach an international marketing course. My students are managers from an emerging market country that are in the process of completing an executive MBA degree. This book allowed me to add to the course some very relevant and interesting material on how to build a global brand. The authors have done their homework!
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4 of 5 people found the following review helpful By Loyd E. Eskildson HALL OF FAME on July 7, 2013
Format: Hardcover
Fortune magazine's 2012 list of the world's largest 500 corporations (sales) included 73 Chinese firms (not including 6 from Taiwan), up from 61 in 2011 and 12 in 2001. (82 in 2013.) Yet, no Chinese brands appear on the 2012 list of 100 top global brands. Obviously, the Chinese know this, and are working on it. Meanwhile, the authors have provided the rest of us with an excellent summary of how emerging market firms have gone global in the past.

The book centers around what they describe as 'eight routes to global brands,' each explored in some detail, along with a number of examples. These eight are:

1)Asian Tortoise - migrating to higher quality and brand premiums after first establishing a successful low-cost, bottom-of-the-market entry offering.

2)Migrating from B2B into B2C - examples include ASD, Galanz, Huawei, Mahindra, and ZTE.

3)Brand Acquisition - buying Western global brands. Examples - Geely (Volvo), Lenovo (IBM's PC division), Tata Motors (Jaguar and Land Rover).

4)Positive Campaigning - overcoming negatives associated with the country of origin through a special marketing campaign. Examples include Ospop, Roewe, Shanghai Vive.

5)Cultural Resource Emphasis - examples are Herborist, Shanghai Tang.

6)Following One's Diaspora, or Following Tourists Who Have Experienced The Product/Service in One's Home Market - eg. Mandarin Oriental hotels, Corona beer.

7)Branding One's Natural Resource Commodities - eg. Café de Columbia.

8)Leveraging Strong State Support - eg. China Mobile, Embraer, Emirates Airlines.

The path most well-traveled to-date is that of the Asian Tortoise.
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