... Berrone, Marketing VP Cuauhtémoc Moctezuma, Part of the Heineken Company BRAND BREAKOUT HOW EMERGING MARKET BRANDS WILL GO GLOBAL NIRMALYA KUMAR JAN-BENEDICT E.M STEENKAMP © Nirmalya Kumar and Jan-Benedict ... few brands that can lay claim to being a global consumer brand from an emerging economy Going ahead, in the spirit of next practice, we are convinced that we will witness the rise of global brands ... articles about emerging market brands We made, individually as well as a team, numerous trips to emerging markets in order to interview executives who aspired to build global brands We observed...