GOOD RELATIONS ARE HALF THE BATTLE: THE POWER OF RELATIONSHIPS AND POLITICS
Especially in major growth markets, governments still play a key role at all levels in brand building. ...
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The mobile revolution in emerging markets
Think Mobile: The “great migration” from traditional PCs to mobile devices has created a completel...
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Digital Leadership: Four principles of digital brand building
For many companies in growth markets, social media have replaced television as the most important communicatio...
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Digital Emerging Markets: The Era of Tweets, Likes and Uploads
People in international growth markets usually tweet, like, upload and share information much more intensively...
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Brand Schizophrenia: How to avoid split identities in target markets
The more international brands invest in the target countries of their expansion and are perceived as local pro...
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Premium for everyone: Two factors that reinforce the trend towards premiumization
Everyone wants premium, hence our authors explain two decisive factors behind ‘premiumization’ in ...
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How to win new customers with experiential marketing strategy
Young growth markets are on the move and the battle for the ‘share of voice’ is fiercly fought. He...
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Divide and conquer: Flooding product categories to market leadership
An increasing number of companies relies on a strategy known as “category flooding” in the major g...
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Branded House or House of Brands: The role of the corporate brand in international brand building
Increasing competition, escalating advertising costs and rapidly growing product categories are confronting ma...
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Horizontal brand expansion : Using the brand image for other product categories
Horizontal brand expansion is also a popular strategy in international brand building. The reason is simple: i...
