Bradescompleto – Growing in a BRIC market without raising its voice

Eduardo Lorenzi and Matthew Gladstone

Banking in Brazil has long been based on perceptions of size and safety: in a frequently unstable continent, consumers wanted to entrust their money to a brand that was seen as secure and reliable.
Agency: Neogama/BBHAuthors: Eduardo Lorenzi and Matthew Gladstone

Bradescompleto – Growing in a BRIC market without raising its voice

INTRODUCTION – BACKGROUND TO BRAZIL AND BRADESCO

This is a Brazilian paper, so it's important to mention that Brazil is the “B” from the “BRIC” emerging markets and the 10thbiggest economy in the world. The last years in the Brazilian economy have been great for business. Inflation, unemployment and interest rates have dropped. As a result disposable income, confidence to consume and borrow have increased. This paper will show how Bradesco managed to make the most of...

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