Although these brands are available in one market only,not all of them are domestic brands, In nearly 25% of the cases, the brands are from another market as is the case with British Burberry is Spain. A total of 35 brands were among the top 150 in all of the three megamarkets of the world (Americas,Asia, and Europe), while only 13 brands were present in all of the eight countries studied. The inevitable conclusion is that,from a perspective of pure relevance and uniqueness, local brands are still dominant. The reason may quite possibly be that these brands are more in ine with local expectations and requirements. In addition, research has uncovered the existence of srrongly ethnocentric segments in the world,especially in Asia.
It is important to assess how global brands fare in terms of stature against the more local brands. The top five brands in each of the eight countries both in terms of familiariry and esteem feature a mixture of global and local brands. For example, Coca-Cola was the most familiar in each of the eight countries except for the United Kingdom, where it was eclipsed by Heinz for the top spot. In terms of esteem, the top ranked brands are often local but with a twist: They are also global players. Examples are Volovo in Sweden, Frrrari in Italy, and Danone in France. These brands may thus reap the benefits that local brands have for their fit ,as well as benefits that global brands have for their perceived quality. Overall, local brands exhibit higher familiarity among consumers ,but when familiarity levels are similar, global brands enjoy higher levels of esteem.