BRICOIand brands: the rise of the new multinationals

James Bell

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BRICOIand brands: the rise of the new multinationals

机译：BRICOIand品牌：新兴跨国公司的崛起

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Over the last half-century, most of the best-recognized global brands have beenrnheadquartered in developed countries. In the last dozen years, new brands such as South Korea's Samsung and Brazil's Embraer have carved big names forrnthemselves. Here is how the line-up of the world's power brands will change over the next few decades.rnAmid the current global slump, many of the world's bluest blue-chip brands are struggling to uphold their longtime reputations for high performance. Plummeting demand and paucity of credit are their most visible challenges. What is less obvious, but just as worrying over the long term, is the looming presence of a new generation of mega-brands from emerging nations.

机译：在过去的半个世纪中，大多数最受认可的全球品牌的总部都设在发达国家。在过去的十二年中，韩国三星和巴西巴西航空工业公司等新品牌开创了自己的大牌。以下是未来几十年世界电源品牌阵容的变化。在当前全球经济不景气的情况下，许多世界上最蓝筹的蓝筹品牌都在努力保持其长期的高性能声誉。需求急剧下降和信贷匮乏是他们最明显的挑战。不太明显，但从长远来看却令人担忧的是，新兴国家涌现出了新一代的大型品牌。

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来源
《Journal of business strategy》 |2009年第6期|27-35|共9页
作者
James Bell;
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作者单位

Oliver Wyman, Inc.,New York, New York, USA;

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原文格式 PDF
正文语种 eng
中图分类
关键词
brands; emerging markets; multinational companies;

机译：品牌;新兴市场;跨国公司;

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机译：欧洲和北美住宿业与全球品牌关系中的消费者行为分析摘要：世界正在快速变化，更多与全球化相关的概念出现。例如，全球营销就意味着在更广泛的层面上了解消费者行为及其潜在变化的压力越来越大。如今，研究必须揭示和理解某些问题，例如某些国家的客户在其他国家的情况是否相同和不同;他们如何积极回应特定品牌，而不是伞形品牌;他们如何看待质量以及如何花费他们的可用资源（时间，金钱，努力），给出当前的经济状况。由于本文涵盖了基于住宿业跨国公司的案例研究，我们将进一步探讨与所考察的全球品牌的感知形象和购买模式相关的某些消费者行为维度。

BRICOIand brands: the rise of the new multinationals

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