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...
The more international brands invest in the target countries of their expansion and are perceived as local pro...
Everyone wants premium, hence our authors explain two decisive factors behind ‚premiumization‘ in ...
Young growth markets are on the move and the battle for the ’share of voice‘ is fiercly fought. He...
An increasing number of companies relies on a strategy known as „category flooding“ in the major g...
Increasing competition, escalating advertising costs and rapidly growing product categories are confronting ma...
In order to increase sales, many international companies are building up a differentiated brand portfolio in t...
Business in growth markets has become increasingly important for multinational companies over the past decade....
Anyone expanding into new markets when building up an international brand is entering a high-speed environment...
The major growth markets are more like continents than individual countries. Hundreds of languages, regional t...
The dynamics in major growth markets can hardly be surpassed. Many things change at the same time. Internation...