Emerging global champions: The next global brands

Brands from emerging markets (EMs) are gaining global status, led by Mexico's Corona beer, but they must first dispel Western perceptions of delivering poor value for money.

Emerging global champions: The next global brands

Kamini Banga

Many global brands of the future will evolve from the developing world but they must first dispel Western perceptions of delivering poor value

There was a new entrant in Interbrand's Top 100 Global Brands in 2010 – the first brand from an emerging market (EM) to make the list. In at number 85, it was Corona beer from Mexico.

Interbrand defines a global brand as one with at least 30% revenue from outside the home country, a presence in at least three continents, with no more than 50% revenue from a...

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