In an interview with Absatzwirtschaft Niklas Schaffmeister talks about opportunities and mistakes regarding a successful brand positioning in the large emerging markets.
Besides the large cultural diversity, there are also many commonalities across these markets that brand managers should be aware of and that help to reduce the complexity.
In this context, it is a key decision whether a brand positions itself as primarily local, foreign or hybridized. Taking a wrong decision on this question is difficult and expensive to correct. This first impression counts.
Read the full article here (German only): Der erste Eindruck ist der wichtigste – Absatzwirtschaft