Branding national assets amidst global diversity - differences and similarities across three Latin American markets
Fabián Echegaray and Leonardo Athias
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.
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...
