The Asian Tortoise Route

Nirmalya Kumar and Jan-Benedict E. M. Steenkamp

Chapter One in Brand Breakout, 2013, pp 21-46 from Palgrave Macmillan

Abstract: Abstract What do Toyota and Samsung have in common? They are the only two Asian companies that appear on both the Interbrand list and the Millward Brown list of the most valuable global brands (Table 1.1). To rank on the Interbrand 100, a brand must have a global sales footprint. Toyota and Samsung do, along with eight other Asian brands from the automotive and electronics industries of Japan and South Korea. To make the Millward Brown list, a brand need not be global, just have financial clout. Again, Toyota and Samsung are not the only Asian brands on this list: many domestic Chinese brands have clout, thanks to their monopolistic position in a large domestic market.

Keywords: Product Category; Develop Market; Original Equipment Manufacturer; White Good; Global Brand (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-27662-9_2

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DOI: 10.1057/9781137276629_2

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