Developing Brands in Emerging Markets, a Framework for Growth

Developing Brands in Emerging Markets, a Framework for Growth

Developing nations often face a series of economic hurdles in route to developed status. As they transition from one economic phase to another there is a general need to modify the basis of competitive advantage that they attempt to achieve in the marketplace. The authors present a place brand platf...

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Bibliographic Details
Main Authors: ZERRILLO, Philip Charles, Thomas, Greg M
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2007
Subjects:
Economic development
OTOP
intellectual property
price premium
assured demand
ASEAN
Thailand
place brand
brand platform
country of origin
place of origin
brand
International Business
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/2951
https://doi.org/10.1057/palgrave.pb.6000050
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Institution: Singapore Management University
Language: English
Description
Summary:Developing nations often face a series of economic hurdles in route to developed status. As they transition from one economic phase to another there is a general need to modify the basis of competitive advantage that they attempt to achieve in the marketplace. The authors present a place brand platform that can be used by developing nations to limit the cyclicality of demand, reliance on mass production, and the necessity for price competition. The framework is developed based upon a review of branding efforts and marketing theory. The basic framework is applied to a case study in ASEAN (Association of South East Asian Nations) and parallels are drawn for regional nations.

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