More Chinese Brands Debuted
The Newcomers ranking featured brands from fast-growing markets and Canada.
The ranking included six financial institutions and five telecom and technology brands. Almost half of the newcomers were Chinese brands. Russia's largest bank, Sberbank, and Itaú, one of Brazil's major banks also made the ranking for the first time. The increase in telecom providers in part reflects a change in the valuation method that now includes all a brand's businesses: landlines, cable, wireless mobile and Internet.
With almost 600 million members worldwide since its formation in 2004, Facebook was the most familiar newcomer name. Scotiabank, also known as Bank of Nova Scotia, a less well-known entry, benefited from Canada's strong housing market and increased consumer borrowing. In addition, the bank operated in 50 countries and was especially active in the fast-growing markets of Asia and Latin America.