Brand Bible

F39 Job:09-26878 Title:RP-Brand Bible

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BRAND BIBLE148

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 companies seeking

to grow an existing business as well as entrepre-

neurs seeking to start a new enterprise, emerging

markets have become a focus for expansion eorts

during the past twenty years. Not only are these

markets sources of cheap labor and inexpensive

consumer goods, and destinations of choice for

outsourced technical support, but they also drive

many companies’ economic growth. For brands

that are struggling to increase prots in devel-

oped economies, emerging markets—with vast

numbers of prospective consumers in all areas of

trade, including food, clothing, and technology—

can be a lifesaver, providing a source of new reve-

nues and growth. But the eort must be handled

adroitly. If managed badly, investment in emerging

markets can prove to be devastating; damaging the

brand equity a company has developed elsewhere.

Achieving growth and success in these markets

requires companies to be keenly attuned to the

dierences between cultures and to the complex

nature of the markets they are entering. If success-

ful, the relationship can be a boon for local popu-

lations, as the businesses provide employment for

workers in managerial, production, and distribu-

tion roles. This additional nancial ballast is espe-

cially critical during times of economic crisis.

EmErging

markEts:

BriC

*

and

BEyond



and

11



A promotional

button for Coca-Cola

featuring the name in

Chinese characters



Vintage ad for

Coca-Cola in China

* BRIC

is the

acronym

for Brazil,

Russia,

India,

China

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