Branding national assets amidst global diversity - differences and similarities across three Latin American markets

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...

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