Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Improving global competitiveness with branding strategy Cases of Chinese and emerging countries' firms

Improving global competitiveness with branding strategy Cases of Chinese and emerging countries'... Purpose – The purpose of this paper is to compare how some firms from China and some from other emerging countries (EC) are using a variety of branding strategies to improve their global competitiveness. A total of 14 firms have been compared on criteria related to possible acquisition of foreign brands, development of local brands, personality of the leaders and in some cases use of ideological messages. Design/methodology/approach – The paper is mostly based on case studies coming from literature, interviews from marketing executives of major enterprises from China or other EC. It is mainly exploratory in its approach. Findings – The critical success factors for the competitiveness of emerging countries brands are either coming from the choice to create a local brand from scratch, to buy an existing famous brand, or to imitate successful foreign brands. Few strategic differences appear between Chinese firms and the ones from other EC. The factors explaining success or failure are linked to the type of industry and the way it relates to the country of origin effect, the level of marketing “maturity” as well as the personality and visibility of the entrepreneur. Research limitations/implications – The study does not aim at being statistically representative, the firms which are selected may not be a full representation of Chinese firms branding strategy or from emerging nations. Originality/value – The definition of the brand strategy for emerging countries firms is a relatively new subject and this study is a contribution to helping enterprises in finding the best approach as well as giving examples for academic studies on Chinese firms marketing efficiency. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Technology Management in China Emerald Publishing

Improving global competitiveness with branding strategy Cases of Chinese and emerging countries' firms

Loading next page...
 
/lp/emerald-publishing/improving-global-competitiveness-with-branding-strategy-cases-of-0WjpnTMrtK
Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1746-8779
DOI
10.1108/17468771111105677
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to compare how some firms from China and some from other emerging countries (EC) are using a variety of branding strategies to improve their global competitiveness. A total of 14 firms have been compared on criteria related to possible acquisition of foreign brands, development of local brands, personality of the leaders and in some cases use of ideological messages. Design/methodology/approach – The paper is mostly based on case studies coming from literature, interviews from marketing executives of major enterprises from China or other EC. It is mainly exploratory in its approach. Findings – The critical success factors for the competitiveness of emerging countries brands are either coming from the choice to create a local brand from scratch, to buy an existing famous brand, or to imitate successful foreign brands. Few strategic differences appear between Chinese firms and the ones from other EC. The factors explaining success or failure are linked to the type of industry and the way it relates to the country of origin effect, the level of marketing “maturity” as well as the personality and visibility of the entrepreneur. Research limitations/implications – The study does not aim at being statistically representative, the firms which are selected may not be a full representation of Chinese firms branding strategy or from emerging nations. Originality/value – The definition of the brand strategy for emerging countries firms is a relatively new subject and this study is a contribution to helping enterprises in finding the best approach as well as giving examples for academic studies on Chinese firms marketing efficiency.

Journal

Journal of Technology Management in ChinaEmerald Publishing

Published: Feb 15, 2011

Keywords: Brands; Corporate branding; Globalization; Emerging markets; China

References