The New Emerging Market Multinationals: Four Strategies for Disrupting Markets and Building Brands

4Brand-Building Strategies and Road Map

In this chapter, we will offer a road map for building strong challenger brands, learning from the global brand-building experiences of the EMNCs in our sample. It should come as no surprise that the building of global brands by EMNCs is a difficult task indeed, given the enormous resources required and the intense competition. The task might be somewhat easier in still-developing countries, where consumer loyalties might be more susceptible to change and where media expenses might be somewhat lower than in developed markets. But a carefully thought-out strategy that uses scarce resources wisely, building the brand step-by-step, is still necessary.

Consider how LG built up its brand between 2002 and 2010 ...