abstract
- © 2019, IGI Global. One of the most important goals of brand managers is to build strong, long-lasting brands. The meaning consumers give to brands comes from a dynamic process of interpretation formed in terms of the context in which they are used, the socio-psychological nature of their consumers, and the cultures to which these costumers belong. By acknowledging the importance of understanding how brands can be built in emerging economies, this paper analyzes the case of three brands in three different emerging economies. We highlight how successful firms develop their marketing strategies based on their understanding of the local consumer market they are serving. Ultimately, this paper is intended to provide managerial guidance on the basis of the analysis of brands and consumers in emerging economies.