Developing brands and emerging markets: An empirical application

Zerrillo, P C and Thomas, G M (2007) Developing brands and emerging markets: An empirical application. Place Branding and Public Diplomacy, 3 (1). pp. 86-99.

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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.

Affiliation: Indian School of Business
ISB Creators:
ISB CreatorsORCiD
Zerrillo, P CUNSPECIFIED
Item Type: Article
Additional Information: The research paper was published by the author with the affiliation of Goizueta Business School, Emory University.
Uncontrolled Keywords: Economic development, OTOP, Intellectual property, Price premium, Assured demand, ASEAN, Thailand, Place brand, Brand platform, Country of origin, Place of origin, Brand
Subjects: Marketing
Depositing User: Ilayaraja M
Date Deposited: 16 Jul 2019 19:16
Last Modified: 16 Jul 2019 19:16
URI: http://eprints.exchange.isb.edu/id/eprint/1271
Publisher URL: https://doi.org/10.1057/palgrave.pb.6000050
Publisher OA policy: http://sherpa.ac.uk/romeo/issn/1751-8040/
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