The Impact of International Brand Positioning Strategies on Meeting Consumer Expectations in Emerging Markets

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Author(s): Ishani Gupta (Christ University, Bengaluru, India)and Ramji Nagariya (Christ University, Bengaluru, India)
Copyright: 2026
Pages: 38
Source title: Marketing Strategies for the Internationalization of Businesses and Brands
Source Author(s)/Editor(s): Sandrina Francisca Teixeira (Polytechnic Institute of Porto, Portugal), Jorge Remondes (Polytechnic Institute of Porto, Portugal)and Sandra Zelaya (Pontifical University of Salamanca, Spain)
DOI: 10.4018/979-8-3373-1787-8.ch004

Keywords: Business & Management / Business Science Reference / Global Business / Marketing and Consumer Behavior

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Abstract

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.

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