Affiliation:
1. Tecnológico de Monterrey, Mexico
Abstract
One of the most important goals of brand managers is to build strong, long-lasting brands. The meaning consumers give to brands comes from a dynamic process of interpretation formed in terms of the context in which they are used, the socio-psychological nature of their consumers, and the cultures to which these costumers belong. By acknowledging the importance of understanding how brands can be built in emerging economies, this paper analyzes the case of three brands in three different emerging economies. We highlight how successful firms develop their marketing strategies based on their understanding of the local consumer market they are serving. Ultimately, this paper is intended to provide managerial guidance on the basis of the analysis of brands and consumers in emerging economies.
Reference41 articles.
1. Perceived brand globalness in emerging markets and the moderating role of consumer ethnocentrism
2. Antunes, A. (2014). Brazil's Natura, the largest cosmetics maker in Latin America, becomes a B Corp. Retrieved from http://www.forbes.com/sites/andersonantunes/2014/12/16/brazils-natura-the-largest-cosmetics-maker-in-latin-america-becomes-a-b-corp/
3. bcorporation. (2015). B Corporations. Retrieved from https://www.bcorporation.net/
4. Marketing renaissance: How research in emerging markets advances marketing science and practice
5. Celis, F. (2015). Vikingo de Oxxo 'noquea' a Ronald McDonald. Retrieved from http://www.elfinanciero.com.mx/empresas/vikingo-de-oxxo-noquea-a-ronald-mcdonald.html