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1、Allaboutemergingmarkets,trustandpriceByAndrewBaxter Thegrowingimportanceofbrandsfromemergingmarketsisoneofseveralthemespickedoutbycompilersofthe2010BrandZTop100ranking.Sevenofthe13emerging-marketbrandsonthelistcomefromChina,twoeachfromRussiaandBrazil,an
2、doneapiecefromIndiaandMexico.NewentrantsincludeBaidu,theChinesesearchengine,alongwithICICIandTelcelfromIndiaandMexicorespectively.ICICI,thebigIndianfinancialservicesgroup,makesitsdebutinanimpressive45thplace,withabrandvalueof$14.5bn.JoannaSeddon,chiefex
3、ecutiveofMillwardBrownOptimor,praisesICICI'schairman,KVKamath,forchampioningATMsthroughoutIndiaasawayofbreakingdownthecountry'straditionalhierarchicalbarriers–everyonehastowaitinline,whethertheyareacleanerorabankexecutive.ICICIscoresahighnineforbrandmom
4、entumbecauseofitspotentialinIndiaandelsewhere–italreadyoperatesin18countries.JustoutsidetheTop100,butincludedforthefirsttimeintheTechnologyTop20,isInfosysTechnologies,thebigIndianITgroup.MsSeddonsaysitisaninterestingbrandbecauseofitsco-founderNandanNile
5、kaniandhisespousalofthe“flatworld”concept–thatis,servicingcustomersthroughoutsourcinganywhereintheworld(aspopularisedinthebestsellerbyThomasFriedman,TheWorldisFlat:ABriefHistoryoftheTwenty-FirstCentury).BothMrKamathandMrNilekanifeatureinanotherthemeiden
6、tifiedbyMBO–thechiefexecutiveasbrandleader.Manyofthetop100havebeenbuilt–orrevived–byleaderswithbrandvision.TheyincludeCarlosSlimofTelcel,Apple'sSteveJobs,LouGerstnerofIBMandStarbucks'HowardSchultz,whoreturnedtoaday-to-dayroleaschiefexecutivetwoyearsagot
7、orevivethefortunesofthecompanyhenurturedfrominfancyintoaglobalbrand.MrSchultz'svisionforStarbuckswasallaboutmakinghumanconnections,saysMsSeddon.“Heabdicatedfromrunningitandwhatdidtheydo?Theywentintodrive-throughs.Now,ifyou'vegotabrandthat'sabouthumancon
8、nections,maybeadrive-throughdoesn'tquitefit.Theyexpandedveryfast,andkindoflostthebrandessence,andhe'scomebackagainandthebrandisdoingbetter[itsbrandvaluerose17percentinthelatestTop100].”PeterWalshe,MBO'sglobalBrandZdirector,saysso
