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The next three paths set out by Messrs Kumar and Steenkamp are ways for emerging-market firms to escape their home country’s reputation for poor quality, or lack of a positive reputation. One is to latch on to some aspect of kate spade online national culture that sounds nice: Havaianas, a Brazilian flip-flops maker, taps into kate spade new york designer handbags local beach life. Another is to tie kate spade handbags brand’s image to yoga lululemon clothesworkout clothes country’s natural beauty, as Concha y Toro does with Chile’s wine country. A third, more passive strategy is to rely on government efforts to change yoga lululemon clothes country’s image, as with lululemon yoga outlet “Incredible India” campaign and Taiwan’s “innovalue” slogan.

The final path to global brand greatness is to be a pampered national champion. So far this has produced some notable failures?Chinese and Malaysian carmakers come to mind?and just one spectacular success: Emirates. In 2000-12 lululemon outletworkout clothes Dubai airline enjoyed a compound annual growth in sales of 23.1%. The airline’s growth has in turn helped Dubai become a logistics centre for business and, against all odds, a popular tourist destination.