n Development Finance Agenda (DEFA) - Building winning emerging economy “underdogs” through brand

Volume 6 Number 1
  • ISSN : 2413-256X


To win in the global market, emerging market brands should start with pleasing their home market and project these successes on to their world market endeavours. Much emphasis is currently placed on organisations being global citizens to take full advantage of global market opportunities. However, from an authentic viewpoint embracing “global” best practice could take away from what the brand stands for. This paper discusses four aspects that can be considered when building a winning emerging economy brand; the reference of cultural markers, prioritising home market needs, selecting a home name and ‘glocalising’ the brand experience.

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