The Impact of International Brand Positioning Strategies on Meeting Consumer Expectations in Emerging Markets
International brand positioning is a crucial determinant of success for businesses expanding into emerging markets. This chapter examines how multinational companies develop and implement brand positioning strategies that align with consumer expectations in these dynamic and culturally diverse regions. It explores key frameworks, challenges, and opportunities associated with brand positioning, supported by case studies of successful and unsuccessful international brand strategies. The chapter concludes with recommendations for businesses seeking sustainable growth in emerging markets. 2026, IGI Global Scientific Publishing. All rights reserved.
Marketing Strategies for the Internationalization of Businesses and Brands;pp.107-143
Restricted Access; Hardcopy may be available in the library
https://doi.org/10.4018/979-8-3373-1787-8.ch004 https://www.scopus.com/pages/publications/105018053473?origin=resultslist
Gupta I., Christ University, Bengaluru, India; Nagariya R., Christ University, Bengaluru, India