Corporate branding versus product branding in emerging markets A conceptual framework

Purpose - To build a conceptual framework for the development of branding strategy from the pint of view of a Western firm entering a market in a developing economy. Design/methodology/approach - An extensive literature review brings together two research streams, market entry and branding strategy, with particular reference to corporate branding versus product branding. Findings - The choice of branding strategy is determined in the conditions under study by five antecedent factors and three moderating variables, which are expressed as a visual model and eight propositions. Practical implications - In a rapidly developing world, this framework and the literature review from which it is derived offer applicable marketing intelligence to planners of branding strategies for international markets. The eight propositions suggest fruitful directions for further academic research. Originality/value - Draws together two streams within the marketing literature in an original way, and offers a framework for the conceptualisation of an important element of marketing strategy in challenging market conditions.