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Global Brands Dynamics: Implications for Building Corporate Identity in Emerging Markets

Author

Listed:
  • Bistra Vassileva

    (University of Economics-Varna)

  • Adriyana Miteva

    (University of Economics-Varna)

Abstract

The purpose of this paper is to investigate dynamics of the most valuable Chinese brands by applying the Zipf-Pareto law and the index of Sheppard. Top 100 global brands’ values (incl. top Chinese brands) measured by Interbrаnd BGB100 and Millward Brown BrandZ valuation methodologies were compared with respect to the emergence of power laws in the size distribution. The results of the analysis show that the distribution of the most valuable Chinese brands’ satisfies the Zipf-Pareto law. These results are compared to the findings for the top 100 global brands dynamics. Based on the research results authors conclude that the system of the most valuable Chinese brands tends to reach equilibrium but due to the external factors, the growth of the top few brands is limited. The deviations from the power law fit were measured by the primacy index of Sheppard. The achieved results are used to suggest and discuss several implications for brand strategies in emerging markets.

Suggested Citation

  • Bistra Vassileva & Adriyana Miteva, 2015. "Global Brands Dynamics: Implications for Building Corporate Identity in Emerging Markets," International Conference on Marketing and Business Development Journal, The Bucharest University of Economic Studies, vol. 1(1), pages 120-129, July.
    • Handle: RePEc:aes:icmbdj:v:1:y:2015:i:1:p:120-129
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    References listed on IDEAS

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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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