News for 2nd February 2014

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WorldPR launches Survey of World's Top Emerging Market Corporate Brands


Wednesday 5th February 2014 – Today WorldPR unveiled its first Emerging Market Corporate Brand Ranking (EMCBR), which ranks the brands of 343 leading corporations in the world’s fastest-growing economies. VIEW IT NOW at and use this password: PR2014cbr

The new Ranking – the first ever brand research study to focus exclusively on corporations in the emerging market economies – has thrown up some fascinating results.   In first, second and third place respectively are Itaúsa of Brazil, Bank of China and HTC of Taiwan; in the Top 20 are Russia's Inter Rao, South Africa's Naspers and the Philippines' San Miguel; and breaking aggressively into the Top 100 are Malaysia's Axiata Group, India's ITC and the UAE's First Gulf Bank.   

The EMCBR follows a similar methodology to WorldPR's Global Leadership Ranking - which was launched in September 2013 and measured the power of the brands of the world’s 214 nations and self-governing territories - in that it supplies objective data calculated mathematically concerning the salience, or brand recognition-factor, of the top 343 emerging market corporations in the 31 most important countries in terms of GDP growth.

EMCBR is solely concerned with the leading corporations in the world’s fastest-growing emerging markets.    This makes it an essential tool for assessing a corporation's standing in both current and potential markets, as well as in comparison to its industry competitors in the world’s older economies.

Our research has confirmed some long-held beliefs.   Consumer and retail-oriented companies tend to garner higher recognition than most due to their relatively large marketing spend; and oil and gas companies chart impressively, reflecting the changing environment in global energy production.   Exciting examples are KazMunaiGas of Kazkahstan and PetroChina which, along with SOCAR of Azerbaijan, are imposing their footprint on the world's energy landscape.

But the findings also threw up some surprises.   Regional ties help to boost salience more than expected, as evidenced by the appearance of Lithuania’s MAXIMA Group at #6 and Bulgaria’s Aurubis at #12 in the ranking, thanks in part to their considerable prominence in the CIS.

A fully developed communications plan to promote the brand of a company is crucial, and all the more so in fast-changing emerging markets where conditions call for much greater flexibility and real tenacity, says Patrick Robertson:

“Corporations in emerging markets need to know where they stand in both regional and global terms, at any given time – this is the intended role of our new, objectively-compiled EMCBR.”  

“This is just the beginning, however.   Once a corporation is made aware of the salience of its brand in key markets, and in comparison to industry competitors in both the Old and New world, it must do everything it can to raise its recognition factor through a carefully-orchestrated communications campaign.   Such an approach requires serious effort and meticulous application, but it can pay enormous dividends: Western perceptions of emerging markets change at a furious pace, and this is what ultimately determines the flow of investment.”

About WorldPR

WorldPR S.A. is a leading international public relations agency, founded in London in 1997 by CEO Patrick Robertson, and chaired by former Turner Broadcasting System Europe president Nan Richards.   The agency enjoys a valued reputation, acquired over more than twenty years, for identifying corporate and nation branding strategies and consulting to a wide range of leading international corporations.

We believe that our Emerging Market Corporate Brand Ranking will assist executives to understand and position their company in a fast-changing global economic climate.   Our team would be glad to assist CEOs and in-house PR teams with the development of comprehensive corporate branding strategies - from Identity Design, Brand Strategy, Management and Execution to Performance Monitoring and Result Evaluation - or any other communications related service that may assist the corporation to establish a significant footprint in its target markets.

Please click here or visit for more information about our Services, and contact us with your enquiry at / +41 22 594 8576.