Brands from emerging markets South Korea, Brazil, Russia, India, and China are still often hidden giants in Europe

German consumers are still relatively unfamiliar with champion brands from emerging marketsOnly 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

GDPR COMPLIANCE (Please read all three statements and click each box if you agree)

By submitting your information you agree to our Privacy policy