Brazil
IN-DEPTH FOCUS
Brazil is Latin America's largest and most populous country.
Its GDP more than doubled over the past decade to $2.1
trillion, and its brands account for one-third of the value of
BrandZ™ Top 50 Most Valuable Latin American Brands.
To better understand the forces shaping this society and
driving brand value we present this In-Depth Focus: Brazil.
Fundamentals for brand building in Brazil
- Reach out digitally
Brazilians are among the most wired people
on the planet. This interconnectivity helps
cross the social and economic divides,
which are narrowing but sill exist.
- Be prepared for competition
International brands entering or expanding
in Brazil are likely to encounter both eager
and welcoming consumers and increasingly
tough local competitors.
- Recognize distinctive cultures
Because Brazil is a geographically large
and demographically diverse country,
successful brands recognize that making
an impact on consumers requires adapting
to many local cultures.
- Be emotional
Brazilians respond positively to brands
that create an emotional bond. While
rational reasons for purchasing products
and services remain important to Brazilian
consumers, they are especially loyal to
brands that earn their affection.
- Help build Brazil
Becoming a genuine and active participant
in the effort to raise living standards and
reduce inequities will ultimately benefit the
brand.
Complex forces shape Brazilian brands
Global Forces Impact Brand Value
But long-term growth balances year’s decline Read full article
The rising middle class
And how new expectations impact brands Read full article