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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 c
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