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 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...

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