Building in the BRICs - market understanding and strategic development for international brands

Geoff Wicken, Polly Carter and Roberto Lobl

The BRICs markets - Brazil, Russia, India and China - are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today in their own right.

Building in the BRICs – market understanding and strategic development for international brands

Geoff Wicken and Polly CarterKMR Group, United Kingdom

Roberto LoblIBOPE, Brazil

INTRODUCTION

On October 2003, Goldman Sachs issued its 99th Global Economics Paper, called “Dreaming with BRICs: The path to 2050”. This is believed to be the first time that the term 'BRICs' was used to define the group of countries that could become the largest economies in the world by 2050. In its introduction the paper argued:

  • “Over the next 50 years, Brazil, Russia, India and China – the BRICs...

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