Branding from Emerging Markets

Over the past decades, the world has seen a surge of growing enterprises from emerging markets entering the global stage and capturing the market shares from multinational corporations from the developed world. Companies like Tata Motors, Huawei, SABMiller, just to name a few, have slowly and silently integrated themselves into the global economy and have well established themselves into the mind of consumers worldwide. This project identifies these global organizations, study the success factors of transforming into global rivals, and identify patterns into the branding and globalization strategies of these. Most importantly, the project established the branding framework adopted by these organizations which could serve as the road-map for the future aspirants from these emerging economies.

The research team includes BIG II research team at Hanken and researchers from Indian institute of Foreign Trade, New Delhi

The research project delivered a new branding framework for companies from emerging markets which reflect the diverse factors and business conditions in which the firms operate. The new branding framework has been presented as a scientific publication to be utilized by marketing researchers and managers alike. The study developed a four step approach to be considered when going global not only for companies from emerging markets but companies who wish to penetrate any market.

 

 

 

 

 

 

 

Literature