The big emerging markets as China, Brazil, Russia and India offer new chances for German companies – a young population and rising middle class are only two of many factors. Nevertheless, they also threaten German companies with high competition from their local brands. Therefore, German companies have to adapt to the different local markets and reconsider their pricing- and positioning-strategies to be successful in countries like China or India. In the new book of Niklas Schaffmeister 25 strategies for brand building in the emerging markets are described. One important factor is the country-of-origin effect that makes brands successful outside their home markets. If people have positive associations with a country, the brand has a strategic competitive advantage. This is especially true for “Made in Germany”, which still represents a quality promise, even after the VW-crisis.
Read more and download the full article here (German only):„Die großen Schwellenländer haben noch viel im Köcher“ _ return – Magazin für Unternehmensführung und Sanierung