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World's Hottest Brands Have Lessons To Teach

Ad Age, Monday, June 14, 2010 10:35 AM

Ad Age's World's Hottest Brands roundup features 30 brands that do particularly well on a global, regional or local level, from Argentina's Banco Hipotecario to Tata Nano, India's "car for everyone." Then there are more familiar names like BMW and Nintendo Wii.

"It's surprising what you can learn about local marketing from the parochial approach of South African chicken chain Nando's as it expands into three continents," writes Ann Marie Kerwin in an introduction to the report. "Or how customer service can be the differentiator that makes an upstart brand like Brazilian airline Azul."

The paradigm setters, however, remain Coca-Cola and McDonald's -- megabrands that continue to reinvent and refresh themselves despite their worldwide dominance.

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