BRICS brands in global rankings, under the loop on Prestige Day 2014
Professor Deon Nel of the Department of Marketing Management at the University of Pretoria was invited to speak at the Prestige Day of the NWU Potchefstroom Business School’s MBA Study School on Wednesday, 23 July 2014.
He was asked to address the “The growth of BRICS brands in global rankings”. Prof Nel said “several emerging market brands were persistently listed in global brand value rankings, showing a steady increase in overall US dollar over the past nine years.” An analysis of USA-based brands within the technology sector, with brands such as Apple, Google, Microsoft and IBM, showed outstanding brand value growth. Prof Nel discussed how regional, emerging brands secured persistent positions among entrenched top global brands. Examples of strong emerging market brands are Petrobras, Sberbank, Airtel, Sinopec and MTN. Many others, such as Brahma and Skol in Brazil; MTS and Lukoil in Russia; Tata, Infosys and Wipro in India; and Haier, Huawei and Tencent in China are building a presence alongside global mega-brands. One of the interesting observations that was discussed is the consistency of technology industry brands outperforming global industries such as retailing, automotive, and financial institutions, and many others raise the question: What is the proportion of ‘industry effects’ to ‘firm effects’ in explaining global brand value growth performance across global regions?