You are here

BOOK REVIEW: Brand Breakout

Author: Nirmalya Kumar and Jan-Benedict E.M Steenkamp
Publisher: Palgrave Macmillan
Reviewer: Dina Green, UK managing director, inVNT

Could you name a Chinese brand? No? Not to worry. Despite being surrounded by ‘Made in China’ products, if you ask a Westerner to name a Chinese brand, chances are they will draw a blank. This is despite the fact that emerging markets account for 50 per cent of global output – up from 20 per cent in 1980 - and 80 per cent of global growth.

In their new book, Brand Breakout - How Emerging Market Brands Will Go Global, marketing professors Nirmalya Kumar of London Business School and Jan-Benedict Steenkamp of UNC Kenan-Flagler Business School set out eight definitive routes for companies in emerging markets to establish successful global brands. They also describe why they believe brands from countries such as China or India could become household names in the West within the next decade.