New world order of global brands

Simon Silvester

Western brands have spread across the world. They fill the supermarkets of Brazil, Russia, India China, as well as Mexico, Indonesia, Vietnam and the other 'next 11' emerging markets.

New world order of global brands

Simon Silvester

Most global brands have been invented by Western companies for Western consumers. Emerging-market consumers are very different. Simon Silvester explains how to reach them

In the emerging markets, the sense of optimism is everywhere and the future for well-positioned brands looks bright

Over the past two decades, Western brands have spread across the world. They now fill the supermarkets of Brazil, Russia, India China, as well as Mexico, Indonesia, Vietnam and the other ‘next 11’ emerging markets. Five billion of the world's seven billion people buy them.

But while...

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