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Brand Bible by Debbie Millman

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F39 Job:09-26878 Title:RP-Brand Bible
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BRAND BIBLE148
(Text)
 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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