Brand new success for China's firms

Emerging economies exploit product image in novel ways to capture bigger market share worldwide

BEIJING - The likes of Google, Apple, Microsoft and McDonald's had 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 brands of the future are as likely to come from emerging markets such as China, Brazil, Russia and India as from current developed markets.

According to the recent Brandz Top 100 Most Valuable Global Brands 2010 survey, produced by global market research and consulting firm Millward Brown, 13 of the world’s leading 100 brands are from emerging countries, compared with just one four 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 Construction Bank, PetroChina, Internet search engine company Baidu and China Merchants Bank.