The Impact of International Brand Positioning Strategies on Meeting Consumer Expectations in Emerging Markets
description: 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.
creator: Gupta, Ishani; Nagariya, Ramji
source: Marketing Strategies for the Internationalization of Businesses and Brands;pp.107-143
publisher: IGI Global
date: 01-01-2025
rights: Restricted Access; Hardcopy may be available in the library
relation: ISBN: 979-833731789-2; 979-833731787-8;
language: English
type: Book chapter
coverage: Gupta I., Christ University, Bengaluru, India; Nagariya R., Christ University, Bengaluru, India