BRAND BREAKOUT: HOW EMERGING MARKET BRANDS WILL GO GLOBAL
Book ID/图书代码： 08296013B62782
English Summary/英文概要： Ask a person on any street in the West to quickly name a brand from an emerging market and you will draw a blank. In fact, a study of western consumers revealed just how low the spontaneous recall of Chinese brands is; emerging market companies are painfully aware of this fact. Many leading companies from emerging markets feel that their country of origin’s image handicaps them and presents an obstacle when selling their products and services to western consumers. In Brand Breakout, marketing experts Nirmalya Kumar and Jan Steenkamp examine how companies from what are now considered emerging markets will successfully reach, and in some cases are already reaching, the developed world as consumer brands. The authors outline eight strategies that emerging market brands can pursue to become truly global consumer brands.
Chinese Summary/中文概要： 如果你在西方国家的任何一条大街上随便找一个人，让他说出新兴市场（中国、印度等等）里的一个品牌名字，你会立即发现他无法回答这个问题。事实上，一项关于西方消费者的调查显示，西方消费者对于中国品牌的知晓度是如此的低；新兴市场上的公司无奈也意识到了这个问题。新兴市场里的许多顶尖公司觉得自己国家的形象阻碍了他们公司全球化的发展目标，当他们把自己的产品和服务卖给西方的消费者时，总是遇到很多绊脚石。在《品牌大爆发》一书中，市场营销专家Nirmalya Kumar和Jan Steenkamp介绍了现在所谓的新兴市场里的公司如何能够成功地将他们的品牌推向全球，在一些情况下，一些公司已经达到了品牌全球化的目标。作者们概述了新兴市场里的公司可以使用的八种营销策略，它们有助于让公司的品牌成为真正意义上的全球消费者品牌。(Susie)
Awards/获奖情况：在西方的商店里，“中国制造”的商品随处可见。然而，中国本土化的商品几乎乏人问津。现在，中国公司迫切希望改变这一境况。这本书介绍了八种营销策略，让更多的中国品牌走向世界。"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.
"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/作者介绍： Nirmalya Kumar博士是英国伦敦商学院的市场营销学教授，也是该学院阿迪亚波拉印度中心（Aditya Birla India Centre）的主任。他是世界上市场营销学领域的顶尖专家，之前他在哈佛商学院，瑞士国际管理发展学院和西北大学教授市场营销学。他的许多研究报告在
杂志上出版诸如《哈佛商业评论》和《市场营销杂志》。他出版了六本书。
JAN BENEDICT E.M. STEENKAMP是北卡罗来纳大学著名的市场营销学教授，他也为许多杂志和报纸写过评论诸如《哈佛商业评论》，《华尔街日报》，《金融时报》等等。
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.
Format:HARDCOVER
Rights Status/版权销售情况：Simplified Chinese/简体中文：AVAILABLE
Complex/Traditional Chinese/繁体中文：AVAILABLE
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