TY  - JOUR
T1  - Global Brands Dynamics: Implications for Building Corporate Identity in Emerging Markets
JO  - International Conference on Marketing and Business Development Journal
VL  - I
IS  - 1
SP  - 120
EP  - 129
PY  - 2015/7/21/
T2  - 
AU  - Vassileva, Bistra
AU  - Miteva, Adriyana
SN  - 2344-5130
DO  - 
UR  - http://www.mbd.ase.ro/RePEc/aes/icmbdj/2015/ICMBDJ_V1_2015_82.pdf
KW  - global brands
KW  - emerging markets
KW  - nonlinear dynamics
AB  - 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.
ER  -