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Image and Reputation: MSLGROUP Essays on the BRICS Countries

Image and Reputation: MSLGROUP Essays on the BRICS Countries

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Published by MSLGROUP
Image and Reputation: MSLGROUP Essays on the BRICS Countries April 13, 2011

The MSLGROUP BRICS Blog Series: Executive Summary
By Sally O’Dowd, engagement editor, MSLGROUP, Paris
Trade between India and South Africa is booming. Brazil wants a more level trading field with China. Devalued yuan, anyone? Next door, Russian President Medvedev is going against the grain (Putin), pledging to end corruption and lower the tax burden on small business. Needless to say, the leaders of the BRICS countries
Image and Reputation: MSLGROUP Essays on the BRICS Countries April 13, 2011

The MSLGROUP BRICS Blog Series: Executive Summary
By Sally O’Dowd, engagement editor, MSLGROUP, Paris
Trade between India and South Africa is booming. Brazil wants a more level trading field with China. Devalued yuan, anyone? Next door, Russian President Medvedev is going against the grain (Putin), pledging to end corruption and lower the tax burden on small business. Needless to say, the leaders of the BRICS countries

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Published by: MSLGROUP on Dec 09, 2012
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Image and Reputation:MSLGROUP Essays onthe BRICS CountriesApril 13, 2011
 
Trade between India and South Africa is booming.Brazil wants a more level trading eld with China. Devalued yuan, anyone? Next door, Russian PresidentMedvedev is going against the grain (Putin), pledging to end corruption andlower the tax burden on small business.Needless to say, the leaders of the BRICS countries have important issues todiscuss at their third-annual BRICS Leaders Meeting on April 14 in the islandprovince of Hainan in southern China. And note the absence of the UnitedStates, the United Kingdom and every other European power.
Image and Reputation: Policy Matters
This meeting got us thinking about image and reputation. When it comes to sovereign states, suchmatters are often a function of government policy. Brazilian President Dilma Rousseff and many otherpolicy makers around the world voice concerns about low-quality and unsafe goods from China…howwill this play out at the meeting and will Chinese regulations change? Conversely, is this an unfairportrayal ofChina, which produces a variety of high-quality goods? Should image, policy, trade getinto sync?In the case ofRussia, if Forbes describes your country’s problems as “crime without punishment”and “punishment without crime” then you know you have an image problem. And that, in turn, is animpediment to growth. In a post-apartheid South Africa, the continent’s largest country is doing someexporting of its own. We led Brand South Africa in India and China: The campaign is just one elementof the African country’s multipronged approach to building ties with its Asian counterparts.It is with this context that we bring you a collection of essays written by four members of theMSLGROUP network. We asked our authors to use their unique perspectives to give you, the reader, ataste of what it’s like to be on the ground.We hope you nd value in the MSLGROUP BRICS essays brought to you by:Kirby Chien, head of content development and senior media strategist at MSLGROUP China. Fornearly 20 years he worked for Reuters and Dow Jones, covering the companies, regulators andmarkets of Greater China. He studied in China, the US, France and Taiwan.Paulo Andreoli, CEO of Andreoli MSL in Brazil, the agency he founded in 1994. No stranger tointernational commerce and politics, Paulo earlier in his career won the Brazil ESSO JournalismPrize (the Latin American equivalent of the Pulitzer) for his reporting on the export of Braziluranium to Iraq.Jaideep Shergill, CEO of Hanmer MSL in India and head of the nancial communications practicefor MSLGROUP Asia. With 15 years of banking and communications practice, he counsels many ofthe Indian companies making the I in BRICS a reality.Lawrence McDonnell, who in 1998 founded Pravda PR in Moscow. Previously, he spent 10years as a BBC correspondent and bureau chief for ITN Television News. Pravda representsthe MSLGROUP network throughout Russia. Clients range from the Turkish Trade Mission toCaterpillar and the Ritz-Carlton.
The MSLGROUP BRICS Blog Series: ExecutiveSummary
By Sally O’Dowd, engagement editor, MSLGROUP, Paris
 
Since the term BRIC—Brazil, Russian, India and China—was rst coined by aGoldman Sachs economist in 2001, the loose grouping has evolved rapidly froma catchy acronym to an emerging power broker with growing global aspirations.Indeed, it is now BRICS with the addition of South Africa.No BRICS nation has been more aggressive than China, the host of the group’sthird summit, in deepening the group’s inuence in global affairs. Most recently,10 countries in the 15-member United Nations Security Council voted in favorof the resolution to establish a no-y zone in Libya, but ve nations—China,Russia (which have veto power) and non-permanent members India, Germanyand Brazil—abstained from voting. China has been avocal criticof the coalition airstrikes in Libyasaying they violated international rules.The New York Times Room for Debatesection offers a goodselection of opinion pieces on China’s reaction to recent events in the Middle East.BRIC economic growth contrasts sharply with the struggling economies of the United States andEurope, and has given the emerging markets an impetus to push for greater say in issues such asglobal climate change, reform of the United Nations, and poverty alleviation.The group accounts for more than a quarterof the world’s land area and more than40% of its population, which will continueto grow proportionally. Beijing lobbiedheavily last year in favor of admitting SouthAfrica into the club, although the Africannation does not t the original model of alarge, fast growing economy. South Africa,the continent’s largest economy, producesmany raw materials coveted by China. Fulldisclosure: MSLGROUP China led the BrandSouth Africa campaign in our market, just asHanmer MSL did for the Indian market.While BRIC nations share a similar stageof economic development, they have nocommon political ideology and indeed thereare many contentious issues that separatethe four – not the least of which is China’spolicy of devaluing its currency to supportexports–a topic that my Brazilian colleaguediscusses here.
Cooperation for a New WorldOrder
There are, however, many issues they cancooperate on. The group worked in concert atthe Copenhagen climate conference in 2009 to endorse the Kyoto Protocols. BRIC nations are alllarge emitters of carbon – except for Brazil – but argue that developed nations have belched pollutionfor many decades and should therefore shoulder a heavier burden in cutting emissions.
A View from China
By Kirby Chien, head of content development and senior media strategist,MSLGROUP China
Lions in Beijing’s Forbidden City, constructed in the early 15thcentury, are in pairs. The female extends her leg to play with ababy lion, symbolizing fertility of the royal family. The male lionhas a ball under its paw, representing the imperial power.

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