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...
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Exploiting the full potential of market: Separate brands for separate markets
In order to increase sales, many international companies are building up a differentiated brand portfolio in t...
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How vertical brand stretching opens up further income groups
Business in growth markets has become increasingly important for multinational companies over the past decade....
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Shortcut into high-speed markets : The acquisition and revitalization of local brands
Anyone expanding into new markets when building up an international brand is entering a high-speed environment...
