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The Asian tortoise route: migrating to higher quality and brand premium
The business to consumer route: leveraging B2B strengths in B2C markets
The Diaspora route: following emigrants into the world
The brand acquisition route: buying global brands from western multinationals
The positive campaign route: overcoming negative country-of-origin associations
The cultural resources route: positioning on positive cultural myths
The natural resources route: branding commodities in four steps
The national champions route: leveraging strong support from the state.
The business to consumer route: leveraging B2B strengths in B2C markets
The Diaspora route: following emigrants into the world
The brand acquisition route: buying global brands from western multinationals
The positive campaign route: overcoming negative country-of-origin associations
The cultural resources route: positioning on positive cultural myths
The natural resources route: branding commodities in four steps
The national champions route: leveraging strong support from the state.