Branding national assets amidst global diversity – differences and similarities across three Latin American markets
Fabián Echegaray and Leonardo AthiasMarket Analysis Brasil
INTRODUCTION
Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile can be characterized in order to ensure visibility and appeal to the international community of consumers.
Across several Latin American countries, government and organized private interests show concerns about how to stand out of the crowd and underscore each country's specificity amidst globalization and...