经贸类.docx

经贸类.docx

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经贸类

寿轶琳107092065屠晓斌107092065英语073

BrandNewSuccessForChina'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,"hesaid."ThedevelopedmarketsofEuropeandNorthAmericaimposehigherrequirementsonourbrandandwearefocusingoureffortsonenhancingourbrandmanagementcapability.""Business-to-businessandbusiness-to-customermodelsruninquitedifferentways.Unfortunately,noChineseenterprisehasbeensuccessfulineither,"hesaid.

"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