Brazil leads in BRICs brands

In terms of leveraging economic success to create international brands, Brazil is streets ahead of its BRICs rivals.

Brazil leads in BRICs brands

Jerry ClodeAdded Value

Brazilian brands have spread internationally by promoting a national cultural narrative, in contrast to China and India where brands tend to hide their cultural origin.

The acronym BRIC captures the new wave of economic dynamism and consumerism in Brazil, Russia, India and China. Each nation is humming along with annual GDP growth well above mature economies. However, in terms of leveraging economic success to create international brands – the acronym is probably best pronounced with a strong B, weak R, and almost silent I and C.

While Brazil's brands are deservedly...

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