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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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...
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Why geography matters in brand building: Expansion by regions and city clusters
The major growth markets are more like continents than individual countries. Hundreds of languages, regional t...
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Catching the second wave of brand loyalty: Customer loyalty as a special challenge
The dynamics in major growth markets can hardly be surpassed. Many things change at the same time. Internation...
