Exemplary climber: the Indian telecommunications group Airtel
Image: Reuters
New brands from emerging countries already enjoy a similar level of trust in their home countries as brands from the West, such as Coca-Cola, BMW or Budweiser. Meanwhile, the established stumble on the way to a new position.
The economic rise of emerging countries such as China or India means that new stars are rising in the sky for global brands. It is also about brand promises that are taken for granted in industrialized countries and are no longer used there for competition. With rapid growth in emerging markets came prosperity, and with prosperity came consumption. Providers therefore have to vie for the attention of customers who are getting richer. And so brands became the face of economic advancement.
At first, people still adorned themselves with classic Western brands. Anyone who was self-respecting in China, for example, drove German cars such as Audi, BMW or Mercedes-Benz. Those who wanted to show their sense of aesthetics even after getting off the train wore French handbags from Louis Vuitton. Or you drink American drinks. In many places, a Coca-Cola vending machine in the neighborhood could still stand for openness, new values and a dream of a piece of America, the most powerful and richest country in the world.