Disrupting markets and building brands

For any company, it is well recognised that building and owning strong brands is a key strategic competency; after all, strong brands allow companies to charge higher prices and garner higher mar­gins; win above-normal market shares and retain them in the face of competitive attack via higher customer loyalty; build greater market power against distribution channels and other intermedi­ary customers; grow revenues via brand extensions into contigu­ous product categories; attract and retain the best employees; and, as an outcome, build a more highly valued enterprise.

For the EMNCs we interviewed, the stakes are even more fun­damental, given their brands’ low initial awareness levels and neg­ative country-of-origin imagery.

  Sep 11, 2012 | In the Media