Brand transitions in emerging markets: An exploratory perspective and research framework

We study transitions of brands in an emerging market to develop a novel framework for understanding brand evolution specific to emerging markets. We prepare and analyse case studies of ten Indian brands based on a range of secondary sources including news articles, company websites, manager interviews, and advertisements. The framework that we develop is based on two dimensions that are particularly critical to emerging markets - the role of the government and the market orientation of the firm - leading to the identification of four transitionary patterns. By locating the ten selected brands on the framework, we highlight the distinct nature of brand transitions in emerging markets. In contrast to prior work on brand evolution that largely focuses on developed markets, our research provides a differentiated framework applicable for brand transitions in emerging markets. We present managerial implications and an agenda for future research