Expansionist Brands

At present, a key focus for many multinational brands is working out how they can enter and succeed in emerging markets. Most have yet to consider how important it is to protect their home markets from emerging market brands. But in the 2010s this will increasingly become a real concern as brands that succeed in emerging economies will take their gains, expand overseas and become what we call Expansionist Brands.

By Thomas Rees and James Wallman