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寿轶琳107092065屠晓斌 107092065英语073 Brand New Success For Chinas Firms BEIJING—The likes of Google, Apple, Microsoft and McDonalds h ad better watch out. Major Western brands are unlikely to be able to bestride the globe in the same way they have done over the past 100 years or more. Many of the new brands of the future are as likely to come from emerging markets such as China, Brazil, Russia and India current developed markets. According to the recent Brandz Top 100 Most Valuable Global Brands 2010 survey, 13 of the worlds leading 100 brands are from emerging countries, compared with just one four years ago when the survey was first produced. China has seven in the top 100 with China Mobile heading the list in eighth position with a brand value of $52.6 billion, closely followed by ICBC in 11th spot, valued at $43.9 billion. Other Chinese brands to make the list include Bank of China, China Construction Bank, Petro China, Internet search engine company Baidu and China Merchants Bank. The list also featured for the first time an Indian brand, ICICI, Indias largest bank, as well as ones from Russia, Brazil and Mexico. Some experts believe companies from emerging markets had made major inroads because they are learning how to harness new opportunities provided by the Internet, enabling them to target customers precisely using social networking sites. As a result they are stealing a march on some Western brand owners that are still wedded to traditional advertising and methods of marketing. The new technologies are enabling them to reach customers without the massive scale of investment normally required to achieve a global presence. Martin Roll, chief executive of Venture Republic, a brand consultancy based in Singapore, said companies from emerging markets were proving to be very successful in using the new technologies. The face of business in emerging markets is changing faster than one can blink ones eyes. Emerging market companies that used to be back-end workhorses,