German consumers are still relatively unfamiliar with champion brands from emerging markets. Only one-third of German consumers can spontaneously name a brand from South Korea, Brazil, Russia, India, or China. Brands from the emerging markets surveyed generally show major weaknesses in the traditional values like quality, reliability, and sustainability However, German consumers see potential for brands from emerging markets and expect even stronger brands to emerge especially from South Korea and China through emerging market branding. Also brands from Brazil can build on untapped positioning potential.

Those are the results of globeone’s representative study on the perception of emerging market brands by German consumers. In total, 1,000 German consumers were interviewed in June 2013.