Developing Brands in Emerging Markets, a Framework for Growth

Publication Type

Journal Article

Publication Date

2007

Abstract

Developing nations often face a series of economic hurdles in route to developed status. As they transition from one economic phase to another there is a general need to modify the basis of competitive advantage that they attempt to achieve in the marketplace. The authors present a place brand platform that can be used by developing nations to limit the cyclicality of demand, reliance on mass production, and the necessity for price competition. The framework is developed based upon a review of branding efforts and marketing theory. The basic framework is applied to a case study in ASEAN (Association of South East Asian Nations) and parallels are drawn for regional nations.

Keywords

Economic development, OTOP, intellectual property, price premium, assured demand, ASEAN, Thailand, place brand, brand platform, country of origin, place of origin, brand

Discipline

International Business | Marketing

Research Areas

Marketing

Publication

Place Branding and Public Diplomacy

Volume

3

Issue

1

First Page

86

Last Page

99

ISSN

1751-8040

Identifier

10.1057/palgrave.pb.6000050

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