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Brand Management in Emerging Markets

Book Description

Worldwide brand competition has been facing new challenges as emerging markets evolve upon the global stage. Despite the fact that brand building among new markets is still in its infancy, organizations face the challenge of developing strategies to maintain their growth. Brand Management in Emerging Markets: Theories and Practices provides valuable and insightful research as well as empirical studies that allow audiences to develop, implement, and maintain branding strategies. Combining the findings of highly-regarded marketing experts and scholars, this book serves as a useful and comprehensive reference for academicians, professionals, and practitioners.

Table of Contents

  1. Cover
  2. Title Page
  3. Copyright Page
  4. Book Series
  5. Foreword
  6. Preface
    1. REFERENCES
  7. Endorsements
  8. Section 1: Overview
    1. Chapter 1: The Intellectual Structure in Brands and Branding Research
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY
      5. RESULTS
      6. DISCUSSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
      9. ENDNOTES
      10. APPENDIX
    2. Chapter 2: “Home Base” and the Brand Globalization Strategies of Emerging Market Multinationals
      1. ABSTRACT
      2. INTRODUCTION
      3. BRAND GLOBALIZATION
      4. EMMNES AND EMERGING MARKETS
      5. CONCEPTUAL MODEL
      6. DISCUSSIONS AND CONCLUSION
      7. REFERENCES
      8. KEY TERMS AND DEFINITIONS
    3. Chapter 3: How Consumer Mindset Response and Long-Term Marketing Effectiveness Differ in Emerging vs. Mature Markets
      1. ABSTRACT
      2. INTRODUCTION
      3. EMERGING MARKETS
      4. CONCEPTUAL FRAMEWORK
      5. DATA
      6. METHODOLOGY
      7. FINDINGS
      8. CONCLUSION
      9. ACKNOWLEDGMENT
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
      13. ENDNOTES
  9. Section 2: Building Brand Equity: Consumer Perspective
    1. Chapter 4: Customer-Based Corporate Brand Equity (CBCBE) In Business-to-Business Firms
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ESTABLISHING THE ISSUES AT HAND
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    2. Chapter 5: Trust and Commitment
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND AND LITERATURE REVIEW
      4. METHOD AND DATA
      5. RESULTS AND ANALYSIS
      6. CONCLUSION AND IMPLICATIONS
      7. ACKNOWLEDGMENT
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    3. Chapter 6: Influence of Trust and Affect on Brand Loyalty and Brand Performance
      1. ABSTRACT
      2. INTRODUCTION
      3. TELEVISION INDUSTRY IN INDIA AND BRANDING
      4. RESEARCH SETTING, METHOD, AND RESULTS
      5. DISCUSSION
      6. IMPLICATIONS AND CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
    4. Chapter 7: Authenticity in the Mirror of Consumer Memories, or Drinking Champagne in Russia
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND: AUTHENTICITY AND CONSUMER MEMORY RESEARCH
      4. THE MYSTIQUE OF CHAMPAGNE AND ITS FATE IN RUSSIA
      5. METHODOLOGY
      6. CHAMPAGNE AND LIFE STAGES
      7. FROM PRODUCT USE TO THE CREATION OF MEANING
      8. AUTHENTIFICATION OF THE PRODUCT BY THE NATION
      9. CONCLUSION: CONTESTED AUTHENTICITIES
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
    5. Chapter 8: Self-Brand Congruity and Brand Communication
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. METHODOLOGY
      5. FUTURE RESEARCH DIRECTIONS
      6. CONCLUSION
      7. REFERENCES
      8. ADDITIONAL READING
      9. KEY TERMS AND DEFINITIONS
  10. Section 3: Branding and Brand Management: Strategic Implications
    1. Chapter 9: Brand Positioning through Print Advertising
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. ADVERTISING CONTENT, CONSUMER VALUES, AND BRAND POSITIONING
      5. METHOD
      6. RESULTS
      7. DISCUSSION
      8. CONCLUSION
      9. ACKNOWLEDGMENT
      10. REFERENCES
      11. KEY TERMS AND DEFINITIONS
    2. Chapter 10: Branding and CSR in Indian Agribusiness
      1. ABSTRACT
      2. INTRODUCTION
      3. DEFINING AGRICULTURE AND AGRIBUSINESS
      4. CHARACTERISTICS OF INDIAN AGRICULTURE
      5. NEED OF BRANDING IN AGRIBUSINESS
      6. NATURE OF BRANDING IN AGRIBUSINESS
      7. CHALLENGES OF BRANDING IN AGRIBUSINESS
      8. SOLUTION/RESPONSE: USE OF CSR IN CORPORATE BRANDING STRATEGY
      9. CONCLUSION
      10. REFERENCES
      11. ADDITIONAL READING
      12. KEY TERMS AND DEFINITIONS
    3. Chapter 11: Managing Brands at Risk
      1. ABSTRACT
      2. INTRODUCTION
      3. LITERATURE REVIEW
      4. CASES FROM TURKEY
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    4. Chapter 12: Luxury Brand Perception and Consumer Attitude to Extended Luxury Brand
      1. ABSTRACT
      2. INTRODUCTION
      3. THEORETICAL BACKGROUND
      4. RESEARCH METHODOLOGY
      5. RESULTS
      6. CONCLUSION
      7. ACKNOWLEDGMENT
      8. REFERENCES
      9. KEY TERMS AND DEFINITIONS
    5. Chapter 13: Luxury Consumers and Luxury Brand Management in China
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. SURVEY SAMPLE
      5. SEGMENTING THE CHINESE LUXURY MARKET
      6. BRANDING “LUXURY FROM CHINA”
      7. CONCLUSION AND FUTURE RESEARCH DIRECTIONS
      8. ACKNOWLEDGMENT
      9. REFERENCES
      10. ADDITIONAL READING
      11. KEY TERMS AND DEFINITIONS
  11. Section 4: From Nation Branding to Global Branding
    1. Chapter 14: The Building and Management of the Nation Brand
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. BRAND FOR POLAND: CASE STUDY
      5. CONCLUSION
      6. REFERENCES
      7. KEY TERMS AND DEFINITIONS
    2. Chapter 15: Appellation of Origin Brands in China
      1. ABSTRACT
      2. INTRODUCTION
      3. CHARACTERISTICS OF CHINESE AOBs
      4. THE LEGAL STATUS OF AOBs IN CONTEMPORARY CHINA
      5. MEASURING THE AOB IMAGE
      6. THE EFFECTS OF AOBs ON PURCHASING
      7. FROM REGIONAL BRANDS TO BECOME NATIONAL BRANDS: THE STRATEGIC IMPLICATIONS
      8. CONCLUSION
      9. REFERENCES
      10. KEY TERMS AND DEFINITIONS
    3. Chapter 16: Modernization, Consumer Personalities, and Global Brand Attitudes
      1. ABSTRACT
      2. INTRODUCTION
      3. BACKGROUND
      4. MAIN FOCUS OF THE CHAPTER
      5. METHODS
      6. FUTURE RESEARCH DIRECTION
      7. CONCLUSION
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
    4. Chapter 17: Building China's Global Brands
      1. ABSTRACT
      2. INTRODUCTION
      3. BUILDING CHINESE BRANDS
      4. BUILDING A BRAND
      5. ABILITY TO COMMUNICATE EXTERNALLY AND INTERNALLY
      6. FUTURE RESEARCH DIRECTIONS
      7. CONCLUSION: THE FUTURE OF CHINESE BRANDS
      8. REFERENCES
      9. ADDITIONAL READING
      10. KEY TERMS AND DEFINITIONS
  12. Compilation of References
  13. About the Contributors