经贸类.docx

1、经贸类寿轶琳107092065屠晓斌 107092065英语073Brand New Success For Chinas FirmsBEIJINGThe likes of Google, Apple, Microsoft and McDonalds h ad better watch out. Major Western brands are unlikely to be able to bestride the globe in the same way they have done over the past 100 years or more. Many of the new bran

2、ds of the future are as likely to come from emerging markets such as China, Brazil, Russia and India current developed markets.According to the recent Brandz Top 100 Most Valuable Global Brands 2010 survey, 13 of the worlds leading 100 brands are from emerging countries, compared with just one four

3、years ago when the survey was first produced.China has seven in the top 100 with China Mobile heading the list in eighth position with a brand value of $52.6 billion, closely followed by ICBC in 11th spot, valued at $43.9 billion. Other Chinese brands to make the list include Bank of China, China Co

4、nstruction Bank, Petro China, Internet search engine company Baidu and China Merchants Bank. The list also featured for the first time an Indian brand, ICICI, Indias largest bank, as well as ones from Russia, Brazil and Mexico.Some experts believe companies from emerging markets had made major inroa

5、ds because they are learning how to harness new opportunities provided by the Internet, enabling them to target customers precisely using social networking sites. As a result they are stealing a march on some Western brand owners that are still wedded to traditional advertising and methods of market

6、ing. The new technologies are enabling them to reach customers without the massive scale of investment normally required to achieve a global presence.Martin Roll, chief executive of Venture Republic, a brand consultancy based in Singapore, said companies from emerging markets were proving to be very

7、 successful in using the new technologies. The face of business in emerging markets is changing faster than one can blink ones eyes. Emerging market companies that used to be back-end workhorses, manufacturing consumer goods cheaply for Western companies, are slowly realizing the benefits of brands

8、and innovation, he said. From a brand building angle, digital and new media are providing a much faster and cheaper means of building and sustaining brands in global markets.Zhang Tianbing, partner in international management consultants AT Kearney in Shanghai, believes what is happening is fundamen

9、tal. What you are seeing is something like a sudden change to the ecosystem. The new technology, however, is bringing about a major change to the economic system, where you are seeing a new species emerge. It is enabling emerging market brands to make a major advance, he said.A Chinese company that

10、has managed to establish a brand in overseas markets is telecommunications operator ZTE Corporation. The company, which has 62,000 employees, 10,000 of them working abroad, supplies its products and services in around 140 countries. Although very well known in its field, it supplies mainly in a busi

11、ness-to-business market.Gu Yongcheng, general manager, corporate branding and communication, for ZTE Corporation, said there was a difference between establishing a brand in Asian markets and in Europe and North America. In emerging countries like in Asia and Africa we tried to establish our brand b

12、y selling high-quality and low-cost products, he said. The developed markets of Europe and North America impose higher requirements on our brand and we are focusing our efforts on enhancing our brand management capability. Business-to-business and business-to-customer models run in quite different w

13、ays. Unfortunately, no Chinese enterprise has been successful in either, he said.To create world-class brands, Chinese companies need to shift completely from the traditional product-marketing concept to the brand marketing one, which requires a process of consistent brand building and continuous in

14、vestment. This is something we are actively doing.James B. Heimowitz, president and chief executive officer, ,of global public relations consultancy Hill & Knowlton, based in Hong Kong, is skeptical that being able to use new technologies to communicate with customers has been behind the success of

15、emerging market brands. Whatever technology enables you to do, if you want your brand to succeed you still have to get close to your customer. There is no substitute for that, he saidIf a company from an emerging market knows what is important to consumers in a particular market and what resonates w

16、ith them, it will prove more important than whether the digital world is more cost-efficient or seen as more hip. It may be, however, that companies from emerging markets that are not so dependent on traditional channels of communication might be more open to what customers have to say and how they want to be communicated with.One company that has been able to develop a worldwide brand is Brazilian company Sao Paulo Alpargatas, which makes th