Today’s Trends Energize Long-Term Brand Building
Sometimes it looks like an overnight success. But it rarely is.
The brands that entered the BrandZ Top 100 for the first time this year achieved their positions due to hard work over many years, developing and communicating clear and sustainable benefits. 
Some of the newcomers caught a tailwind which helped to propel them to their current position. For some, their category was especially strong; for others, they served one or some of the growing BRIC markets; whilst for others they were well-positioned for the current economic downturn:
- Mobile operators Beeline and O2 grew with the category. Beeline is based in Russia. O2 experienced some of its growth in Eastern Europe
- Three Brazilian banks – Bradesco, Itaú, and Banco do Brasil – along with China Merchants Bank are examples of great brands that have been developed in one market. It will be interesting to see how they translate this success as they grow abroad. China Merchants Bank, for example, has recently acquired a license to trade in the U.S. (note: License awarded in 2008, branch opened already in 2008)
- ALDI, the deep-discount supermarket, drew customers looking to save money. Nivea, the personal care brand, benefited from customers trading down from more expensive products and from its popularity in China
