Consumer values and brand strategies in the BRICs
Geoff Wicken
The BRIC Markets – Brazil, Russia, India and China – are coming under increasing focus. Their unifying factors are their size – overall they represent 43% of the world population – and their potential. With economic growth rates perhaps double those of the developed western economies, the numbers of consumers entering the market for branded consumer goods will continue to increase rapidly. International companies seeking to achieve growth for their global brands cannot afford to ignore them.
For research-based evidence to provide guidance for marketers, we can draw on TGI...