Hyundai Marketing Strategy

The current issue and full text archive of this journal is available at www.emeraldinsight.com/0263-4503.htm Corporate branding versus product branding in emerging markets
A conceptual framework
Henry Yu Xie
College of Charleston, Charleston, South Carolina, USA, and
David J. Boggs
Eastern Illinois University, Charleston, Illinois, USA

Abstract
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.
Keywords Corporate branding, Emerging markets, Market entry, Multinational firms
Paper type Literature review

Introduction
Branding strategy is a focal issue for firms operating intoday’s international marketplace. Kapferer (1992, pp. 46-7) argues that branding means more than just giving a brand name to a product or products: “brands are a direct consequence of the strategy of market segmentation and product differentiation”. Firms utilize a combination of brand attributes to meet the expectations of

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