Brand building and marketing in key emerging markets : a practitioner's guide to successful brand growth in China, India, Russia and Brazil

Intro -- Foreword -- Preface -- Endorsements -- Contents -- Part I: New Forces in Global Marketing -- 1: Introduction -- 1.1 Where the Profits Are Made -- 1.2 Global Dimensions of the BRICs´ Rise -- 1.3 Countdown: BRIC Brands to Conquer the World -- References -- 2: The New Paradigm: Market-Driven Approach and Need for a One-World-Strategy -- 2.1 Standardization Versus Localization -- 2.2 One Size Fits All: The Global Standardization Mantra -- 2.3 The Market-Driven Approach -- 2.4 The One-World Strategy -- References -- 3: Commonalities and Differences of the Large Emerging Markets -- 3.1 Vast Geographic Expansion -- 3.2 Younger Consumers and Labor Force -- 3.3 High Complexity and Diversity -- 3.4 Huge Expanding Middle Classes -- 3.5 Rapid Transition and Social Mobility -- 3.6 High Competition from Local and Global Champions -- 3.7 Lower Brand Knowledge and Experience -- 3.8 High Digital and Mobile Affinity -- References -- Part II: External Environment: Understanding the BRIC Markets as Foundation for Successful Marketing -- 4: China: Dancing with the Red Dragon -- 4.1 Introduction -- 4.2 The Rise of Chinese Champion Brands -- 4.3 From Cheap to Classy -- 4.4 High Global Competition -- 4.5 Overall Income Structure in China -- 4.6 Not to Be Missed: China´s Emerging Middle Class -- 4.7 Overall Segmentation of the Chinese Market -- 4.8 Major Influence Factors on Consumer Behavior in China -- 4.8.1 Collectivism and Traditional Orientation -- 4.8.2 Status Relevance and Social Prestige -- 4.8.3 Family Values and the ``Little Emperors´´ -- 4.8.4 National Pride and Consumer Patriotism -- 4.8.5 Favorable Perceptions of Foreign Brands -- 4.8.6 Intense Wish to Explore the World -- 4.8.7 Challenges Created by China´s Rapid Transition -- 4.8.8 Preferences of the ``Modern´´ China -- 4.9 First Implications for International Marketers.