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The Asian Tortoise Route

In: Brand Breakout

Author

Listed:
  • Nirmalya Kumar
  • Jan-Benedict E. M. Steenkamp

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.

Suggested Citation

  • Nirmalya Kumar & Jan-Benedict E. M. Steenkamp, 2013. "The Asian Tortoise Route," Palgrave Macmillan Books, in: Brand Breakout, chapter 0, pages 21-46, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-27662-9_2
    DOI: 10.1057/9781137276629_2
    as

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