Brands Rise in Value and Importance
A context for sustained success
Throughout Latin America brands are rising in value
High-value brands are present across most
categories. Some are government owned or
controlled, as often is the case in fast growing
markets. Many result from entrepreneurial vision,
risk and energy.
Latam’s largest markets, Brazil and Mexico,
produce the greatest number of high-value brands,
but smaller economies also are well represented.
Latin American brands often serve multiple local
country markets. A few operate globally.
This vitality did not happen easily or quickly.
Centuries of economic and political tribulations
proceeded this relatively stable period of when
more people share in the region’s prosperity and
enjoy access to merchandise and brands.
To successfully market brands and grow brand
value in Latam today it helps to appreciate some
of this context.
Varied and complicated
The term Latin America—or the acronym Latam—
is easy shorthand for describing an area of the
Western Hemisphere that comprises 8.13 million
square miles (21.07 million square kilometers)
stretching over two continents and many islands
with more than 30 countries and almost 600
Latam compresses into just two syllables a historical
dichotomy of this region: that it’s a mix of two
cultures, the Latin from European societies—
primarily Spain and Portugal but also France—and indigenous people who inhabited the land we call America before the explorers, conquistadors and missionaries arrived.
But Latin America is more varied and complicated.
Other Europeans settled. The importation of African
slaves and emigration from Asia and the Middle
East added diversity. And the indigenous population
comprised many different peoples along with the
Aztec, Mayan and Inca.
Culture, geography, natural resources and climate
vary tremendously in a region that stretches more
than 5,000 miles (8,000 kilometers) from the
northern border of Mexico to the tip of Chilean
Patagonia. History varies as well, although several
common themes prevail.