Evaluating the value of global brands in Latin America

Nelsom Marangoni, Luis Alfredo Lagos Dougnac and Paulo R Campana Carramenha

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories, brand value might be defined as a regional phenomenon and, as such, influenced by each market's expectations and peculiarities as determined by the competitive context of the existing brands as well as the stage of development of that particular product category.

Evaluating the Value of Global Brands in Latin America

Paulo R. Campana CarramenhaResearch International Brasil, Brazil Luis Alfredo Lagos DougnacCadem Research International, ChileandNelsom MarangoniResearch International Brasil, Brazil

INTRODUCTION

The ever increasing interest of companies in adding value to their brands has become quite evident throughout the world, the aim being to set their brands apart from competition and thereby increase their chance of success in the tough competitive scenario to which they are continuously exposed. International corporate investors have come to recognize the 'brand' as one of the most valuable assets a company might...

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