Brand Building in Emerging Markets [Archive.org URL]

When in Rome, do as the Romans do: good advice for tourists who want to blend in and, it turns out, for Western consumer goods companies that want to take their brands to emerging markets. The trappings of a polished Western brand-fancy packaging, glossy advertising-can make products too pricey for many consumers in poorer countries. Better to buy into local brands and capture markets at price levels that make local consumers feel comfortable.

Like this content? Why not share it?