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In October, he sold off a controlling stake in his flour milling company to Tiger Brands of South Africa.
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In Kenya, Interconsumer Brands is rivalled only by Tiger Haco Industries, a leading manufacturer of body lotions, hair products, ballpoint pens and food products.
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Nike, Apple and even sneakerhead brand Onitsuka Tiger feel like age old next gen challenger brands with the right ethos deep in their souls.
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Heineken will be able to provide product innovation, and it'll use Femsa's distribution channels to sell its global premium brands like Heineken Pilsener beer, Tiger and Star, and its know-how on segmenting a market into different target niches.
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Over the last 10 years, in the post-Michael Jordan era, two human sports brands have stood atop all others: Tiger Woods and Lance Armstrong.
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The cult brands like Nike, Adidas, Puma, Onitsuka Tiger all have done this well globally.
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Other local brands to watch are Kweichow Moutai and privately held fashion and bridal gown maker Ne-Tiger.
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