Global Branding and Emerging Markets – Forging a New Value Chain
May 24, 2012
Hosted by Té Revesz
It’s no surprise that established global brands are vying for the attention (and disposable income) of the emerging market consumer. With their new rich and burgeoning middle classes (720 mn today/1.8 bn by 2030), these are the world’s hottest markets. But did you know that 21 of the world’s 100 top brands belong to emerging market companies (EMNCs)? Not only are EM brands entering the developed world’s consumer mainstream, but like the developed world firms before them, EMCs are adding to their brand portfolios. And they’re adding upmarket brands—enabling them to play both ends of the value chain. My guest, journalist and author Ian Williams, has reported from 50 countries on international business and branding. We'll talk about the ways global and EM marketers communicate with EM consumers. How social media is changing EM consumer expectations. Why it’s more crucial than even to support your brand. And how these new brand value chains are changing the world in which we all compete.
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We are all operating in a dynamic global marketplace, whether we reach across borders to find new customers and fresh ideas or face overseas competitors in our home market.
Global Reach embraces the opportunities and challenges we encounter when operating in multiple countries and cultures. We talk with entrepreneurs and executives about their strategies for winning in fast changing world markets: cross-cultural communication, global branding, media and marketing, transportation and manufacturing, the future of finance, alternative investment strategies, innovation and IP protection.
Global Reach interviews thought leaders about 21st century megatrends that impact international entities: trends like the business and politics of sustainability, the morphing nature of competitiveness, globalization, global companies vs national governments, worldview and growth prescriptions, emerging markets issues, and the corporate impact on society (governance, ethics and leadership).
Té Revesz is known for her ability to conduct strategic research on a global basis and for her creativity in handling complex business challenges.
As principal of GlobalReach-SBI, a research and consulting firm with a network spanning over 60 countries, Té provides clients with strategic intelligence on market opportunities and threats. She covers such diverse areas as global branding, new product development, payment cards, clinical trials, and political risk. An expert in primary research, Té has interviewed business, government and labor leaders, doctors and technical experts—and managed focus groups—around the world. She was profiled in Super Searchers Go to the Source as one of the top US interviewers.
Prior to founding her own firm, Té headed the Industrial & Healthcare Practices of FIND's Strategic Consulting & Research Group and taught at the Zicklin School of Business (Baruch/CUNY). She was the Editor of Business International’s flagship newsletter and helped create its country risk service.
An NYC native, Té is active with Citizen Action, the URJ’s Commission on Social Action, and NY Neighbors for American Values (defending religious freedom, diversity and equality). She holds a Masters from Columbia’s School of International & Public Affairs and a BA from Goucher College. She’s an avid bike rider, theater buff and farmers market supporter—and the bemused owner of 2 demanding felines.