13 Aug Brands from emerging markets South Korea, Brazil, Russia, India, and China
German consumers are still relatively unfamiliar with champion brands from emerging markets. Only one-third of German consumers can spontaneously name a brand from South Korea, Brazil, Russia, India, or China. Brands from the emerging markets surveyed generally show major weaknesses in the traditional values like quality, reliability, and sustainability However, German consumers see potential for brands from emerging markets and expect even stronger brands to emerge especially from South Korea and China through emerging market branding. Also brands from Brazil can build on untapped positioning potential.
Those are the results of globeone’s representative study on the perception of emerging market brands by German consumers. In total, 1,000 German consumers were interviewed in June 2013.
Download our study emerging markets brand study
Read more studies from Globeone
Globeone Purpose Readiness study – Majority of German companies not “Purpose Ready”
Corporate purpose goes beyond shareholder value. Globeone explores the purpose readiness of Ger...
New study: Image of German Brand Names 2018
In the past two years, Germany has defended its leading position as the leading country of orig...
New study: Swiss Power – Image of Swiss Brands 2018
The strength of the “Swiss Made” brand is waning. This is the key message deduced from a survey...