Competition in durable consumer goods – clothing, appliances, electronics, and so on – is driven by technology, design, economies of scale, and brands. Until recently, firms from the richest countries dominated the landscape. According to Interbrand (2009), all but three of the 100 most valuable brands in the world as of 2009 were from such rich industrialized countries as the United States, Japan, the United Kingdom, France, Germany, Italy, Canada, Finland, the Netherlands, Sweden, and Switzerland. The three exceptions are Samsung (ranked no. 19 in terms of value) and Hyundai (no. 69), both of South Korea, and Zara (no. 50) of Spain. Although emerging economies represent an increasing share of the global economy, their brands are still not well-known around the world. In its list of the 100 “global challengers” from emerging economies, the Boston Consulting Group identified only twelve companies in durable consumer goods, including clothing, appliances, and electronics (BCG 2009).