Developing and emerging markets: Seven myths dispelled

This article contrasts the most commonly held assumptions about brands from developing and emerging (D&E) markets with the reality.

Developing and emerging markets: Seven myths dispelled

Inese SmidreAdded Value UK

D&E markets are increasingly the main source of growth for global businesses. Yet because most global brands have originated in Europe or North America, many believe that the next Apple, Uber, Ikea or Burberry is most likely to come from there. This is not necessarily true. This article highlights some of the most commonly held assumptions about brands from D&E markets to reveal how different the reality is.

Myth no .1 In emerging markets, imported brands are the preferred choice as they stand for quality and are aspirational....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands