other players have raised their profiles by making big ticket acquisitions - like lenovo which bought ibm's think pad and now geely which recently purchased volvo. >>spencer: there's a logic to that, that seems to be: can we appropriate marketing sophistication; or can we appropriate an existing relationship with consumers in another market. >>reporter: but as the best connected chinese brands develop and expand internationally they will lose a protective umbrella that has served them well: the power to often stifle online criticism. in china, a whole industry has developed to erase unflattering comments. but the culture is very different on the otherside of the great firewall. >>the head of branding at one of india's leading corporations, infosys, says scrutiny is now unrelenting. brands that cover-up or don't keep their word, do so at their peril. >>nath jha: you remember that sting song: every breath you take, every move you make, every smile you fake, i'll be watching you, every company is being watched by all its stakeholders. and every misstep you make will be caught. it's the e