Brand Building and Marketing in Key Emerging Markets

1. Front Matter

   Pages i-xx

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2. New Forces in Global Marketing

   1. Front Matter

      Pages 1-1

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   2. Introduction

      • Niklas Schaffmeister

      Pages 3-16

   3. The New Paradigm: Market-Driven Approach and Need for a One-World-Strategy

      • Niklas Schaffmeister

      Pages 17-29

   4. Commonalities and Differences of the Large Emerging Markets

      • Niklas Schaffmeister

      Pages 31-43

3. External Environment: Understanding the BRIC Markets as Foundation for Successful Marketing

   1. Front Matter

      Pages 45-45

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   2. China: Dancing with the Red Dragon

      • Niklas Schaffmeister

      Pages 47-106

   3. India: The Emerging Star

      • Niklas Schaffmeister

      Pages 107-154

   4. Russia: A Power Beyond Raw Materials

      • Niklas Schaffmeister

      Pages 155-196

   5. Brazil: The Green Giant

      • Niklas Schaffmeister

      Pages 197-247

4. BRIC Branding Framework

   1. Front Matter

      Pages 249-249

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   2. Strategies for Successful Brand Building and Marketing in the Key Emerging Markets

      • Niklas Schaffmeister

      Pages 251-389

   3. Beyond the BRICs: A Closing Remark

      • Niklas Schaffmeister

      Pages 391-395

5. Back Matter

   Pages 397-405

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This book combines scientific research and professional insights on brand and marketing strategy development in major emerging growth markets. It presents a detailed outline of the Brazil, Russia, India and China (BRIC) markets to understand their cultural and socio-economic complexity. With emerging markets at the center, major paradigm shifts are explained such as 'one world strategies'. The author reveals the importance of market-driven positioning that uses local differences and consumer preferences as opportunities without contradicting a corporation’s global positioning. Professionals in international marketing and business strategists will find the hands-on guidance to 25 new success strategies particularly useful. This book is also a must-read for people dealing with branding and marketing in a ‘glocalized’ world.

• Brand adjustment
• Brand building
• Brand strategy
• Emerging growth markets
• Localization
• Market expansion

• Communication GmbH, globeone – Strategy • Brand •, Cologne, Germany

  Niklas Schaffmeister

Dr. Niklas Schaffmeister is an expert in brand management and growth market strategy based on the specific needs of local markets and their consumers. He specializes in the development of market-driven positioning concepts for leading global brands. He is also experienced in digital brand development, lower-tier marketing approaches and the introduction of emerging-market brands to the world stage. Dr. Schaffmeister looks back on 15 years of project experience in the automotive, retail, chemical, technology, white goods, consumer electronics and financial services industry. Numerous global blue chip clients, both B2B as well as B2C, have benefited from his industry knowledge. He is often-cited in leading global business publications. He is the founder and Managing Director of globeone – a strategy consultancy focused on the world’s key growth markets. From its offices in Germany, South America and across Asia, globeone combines global strategy and local opportunity to help brands withbrand adjustment and market-driven positioning where it matters most. Before founding globeone, Schaffmeister led the Asia-Pacific operations for BBDO Consulting as Vice President based in Shanghai and worked for the Strategy and Innovation Center of KPMG in Berlin. He holds a Ph.D. degree in Marketing and a Master of Business Administration from the Free University of Berlin. During his Master and Ph.D. studies, Schaffmeister was a visiting scholar at University of Michigan in Ann Arbor and Chinese University of Hong Kong, and served as guest professor in the global MBA program of Shanghai University. He has published numerous articles and surveys, among them the comprehensive globeone BRIC Branding Survey as well as the globeone Emerging Brands Survey. He is fluent in English, German and Mandarin Chinese and spent eight years of his career living in Shanghai, Beijing and Hong Kong.

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