How MNCs Can Learn From Local Brands In Developing Markets

This article, based on data from Ogilvy and Mather's Velocity 12 research, investigates the rise of local brands taking on multi-nationals in developing markets, and provides examples of how single market brands are leading the way in successful localization of marketing initiatives.

How MNCs Can Learn From Local Brands In Developing Markets

Kunal Sinha

At no time in recent economic history has the question of national identity and its impact on global commerce been more pertinent than now. The increasing prominence of local brands - particularly those that matter to the emerging middle class in dev

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