经贸类文档格式.docx

经贸类文档格式.docx

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sFirms

BEIJING—ThelikesofGoogle,Apple,MicrosoftandMcDonald'

shadbetterwatchout.MajorWesternbrandsareunlikelytobeabletobestridetheglobeinthesamewaytheyhavedoneoverthepast100yearsormore.ManyofthenewbrandsofthefutureareaslikelytocomefromemergingmarketssuchasChina,Brazil,RussiaandIndiacurrentdevelopedmarkets.

AccordingtotherecentBrandzTop100MostValuableGlobalBrands2010survey,13oftheworld'

sleading100brandsarefromemergingcountries,comparedwithjustonefouryearsagowhenthesurveywasfirstproduced.

Chinahasseveninthetop100withChinaMobileheadingthelistineighthpositionwithabrandvalueof$52.6billion,closelyfollowedbyICBCin11thspot,valuedat$43.9billion.OtherChinesebrandstomakethelistincludeBankofChina,ChinaConstructionBank,PetroChina,InternetsearchenginecompanyBaiduandChinaMerchantsBank.ThelistalsofeaturedforthefirsttimeanIndianbrand,ICICI,India'

slargestbank,aswellasonesfromRussia,BrazilandMexico.

SomeexpertsbelievecompaniesfromemergingmarketshadmademajorinroadsbecausetheyarelearninghowtoharnessnewopportunitiesprovidedbytheInternet,enablingthemtotargetcustomerspreciselyusingsocialnetworkingsites.AsaresulttheyarestealingamarchonsomeWesternbrandownersthatarestillweddedtotraditionaladvertisingandmethodsofmarketing.Thenewtechnologiesareenablingthemtoreachcustomerswithoutthemassivescaleofinvestmentnormallyrequiredtoachieveaglobalpresence.

MartinRoll,chiefexecutiveofVentureRepublic,abrandconsultancybasedinSingapore,saidcompaniesfromemergingmarketswereprovingtobeverysuccessfulinusingthenewtechnologies."

Thefaceofbusinessinemergingmarketsischangingfasterthanonecanblinkone'

seyes.Emergingmarketcompaniesthatusedtobeback-endworkhorses,manufacturingconsumergoodscheaplyforWesterncompanies,areslowlyrealizingthebenefitsofbrandsandinnovation,"

hesaid."

Fromabrandbuildingangle,digitalandnewmediaareprovidingamuchfasterandcheapermeansofbuildingandsustainingbrandsinglobalmarkets."

ZhangTianbing,partnerininternationalmanagementconsultantsATKearneyinShanghai,believeswhatishappeningisfundamental."

Whatyouareseeingissomethinglikeasuddenchangetotheecosystem.Thenewtechnology,however,isbringingaboutamajorchangetotheeconomicsystem,whereyouareseeinganewspeciesemerge.Itisenablingemergingmarketbrandstomakeamajoradvance,"

hesaid.

AChinesecompanythathasmanagedtoestablishabrandinoverseasmarketsistelecommunicationsoperatorZTECorporation.Thecompany,whichhas62,000employees,10,000ofthemworkingabroad,suppliesitsproductsandservicesinaround140countries.Althoughverywellknowninitsfield,itsuppliesmainlyinabusiness-to-businessmarket.

GuYongcheng,generalmanager,corporatebrandingandcommunication,forZTECorporation,saidtherewasadifferencebetweenestablishingabrandinAsianmarketsandinEuropeandNorthAmerica."

InemergingcountrieslikeinAsiaandAfricawetriedtoestablishourbrandbysellinghigh-qualityandlow-costproducts,"

ThedevelopedmarketsofEuropeandNorthAmericaimposehigherrequirementsonourbrandandwearefocusingoureffortsonenhancingourbrandmanagementcapability."

"

Business-to-businessandbusiness-to-customermodelsruninquitedifferentways.Unfortunately,noChineseenterprisehasbeensuccessfulineither,"

"

Tocreateworld-classbrands,Chinesecompaniesneedtoshiftcompletelyfromthetraditionalproduct-marketingconcepttothebrandmarketingone,whichrequiresaprocessofconsistentbrandbuildingandcontinuousinvestment.Thisissomethingweareactivelydoing."

JamesB.Heimowitz,presidentandchiefexecutiveofficer,,ofglobalpublicrelationsconsultancyHill&

Knowlton,basedinHongKong,isskepticalthatbeingabletousenewtechnologiestocommunicatewithcustomershasbeenbehindthesuccessofemergingmarketbrands."

Whatevertechnologyenablesyoutodo,ifyouwantyourbrandtosucceedyoustillhavetogetclosetoyourcustomer.Thereisnosubstituteforthat,"

hesaid

Ifacompanyfromanemergingmarketknowswhatisimportanttoconsumersinaparticularmarketandwhatresonateswiththem,itwillprovemoreimportantthanwhetherthedigitalworldismorecost-efficientorseenasmorehip."

Itmaybe,however,thatcompaniesfromemergingmarketsthatarenotsodependentontraditionalchannelsofcommunicationmightbemoreopentowhatcustomershavetosayandhowtheywanttobecommunicatedwith."

OnecompanythathasbeenabletodevelopaworldwidebrandisBraziliancompanySaoPauloAlpargatas,whichmakesth