The book "Brand Building and Marketing in Key Emerging Markets" offers a comprehensive analysis of brand and marketing strategies in the significant emerging markets of Brazil, Russia, India, and China (BRIC). It combines academic research with practical insights to illuminate the cultural and socioeconomic complexities of these markets. The author, Niklas Schaffmeister, explains essential paradigm shifts in marketing, such as the development of 'One World Strategies', and emphasizes the importance of market-oriented positioning. This positioning leverages local differences and consumer preferences as opportunities without jeopardizing a company's global orientation. The book is aimed at professionals in international marketing and business strategists, providing practical guidance on 25 new success strategies. It is an indispensable work for anyone involved in branding and marketing in an increasingly 'glocalized' world.