Welcome to the InfoSci Platform
Reference Hub3
The Role of Brand Management in Emerging Markets

The Role of Brand Management in Emerging Markets

Kijpokin Kasemsap
Copyright: © 2015 |Pages: 18
ISBN13: 9781466673571|ISBN10: 1466673575|EISBN13: 9781466673588
DOI: 10.4018/978-1-4666-7357-1.ch099
Cite Chapter Cite Chapter

MLA

Kasemsap, Kijpokin. "The Role of Brand Management in Emerging Markets." Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, IGI Global, 2015, pp. 2006-2023. https://doi.org/10.4018/978-1-4666-7357-1.ch099

APA

Kasemsap, K. (2015). The Role of Brand Management in Emerging Markets. In I. Management Association (Ed.), Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications (pp. 2006-2023). IGI Global. https://doi.org/10.4018/978-1-4666-7357-1.ch099

Chicago

Kasemsap, Kijpokin. "The Role of Brand Management in Emerging Markets." In Marketing and Consumer Behavior: Concepts, Methodologies, Tools, and Applications, edited by Information Resources Management Association, 2006-2023. Hershey, PA: IGI Global, 2015. https://doi.org/10.4018/978-1-4666-7357-1.ch099

Export Reference

Mendeley
Favorite

Abstract

This chapter introduces the role of brand management in emerging markets, thus explaining the concepts of brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty; the importance of brand strategy in emerging markets; and brand relationships toward effective brand management. Firms in emerging markets should take consideration of their brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty in order to effectively achieve business success in emerging markets based on the conditions of their organizational structure, environment, and marketing contexts. Developing a good brand relationship is essential for brand management in emerging markets. Firms in emerging markets should recognize the importance of brand constructs (i.e., brand management system, corporate branding, brand performance, brand equity, brand awareness, perceived brand quality, brand association, and brand loyalty) and need to put more marketing efforts in building brand management system in order to enhance the marketing performance and achieve business goals in the global marketing environment.

Request Access

You do not own this content. Please login to recommend this title to your institution's librarian or purchase it from the IGI Global bookstore.