Germany Automotive===Audi
Audi has shown the biggest gains in the sector by focusing on good, sustainable, recognizable design and smart positioning. It has focused heavily on engine efficiency and emphasized the diesel range. A reputation for reliability plays well to a market looking for vehicles that hold value, and it has made considerable advances in aligning the range under a consistent design philosophy. In emerging territories like India, where it began production this year, Audi has positioned itself well for the growing high-end luxury market.
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United States Diversified===Caterpillar
Caterpillar has been one of the major beneficiaries of the rapid growth of emerging markets. As the world’s largest maker of construction and mining equipment, diesel and natural gas engines and industrial gas turbines, it is in an enviable position as these new markets expand at an extraordinary rate. From a brand-building point of view, its sponsorship of NASCAR in the US and a strong citizenship approach has helped soften its image.
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While valiantly trying to crack new markets, Avon’s real success has been in its traditional heartland. Although progress has been slow in the Far East and Latin America, a global rebranding campaign featuring Reese Witherspoon has raised its profile