In-depth Focus

Brazil is Latin America's largest and most populous country. Its GDP more than doubled over the past decade to $2.1 trillion, and its brands account for one-third of the value of BrandZ™ Top 50 Most Valuable Latin American Brands. To better understand the forces shaping this society and driving brand value we present this In-Depth Focus: Brazil.

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Fundamentals for brand building in Brazil

  1. Reach out digitally
    Brazilians are among the most wired people on the planet. This interconnectivity helps cross the social and economic divides, which are narrowing but sill exist.
  2. Be prepared for competition
    International brands entering or expanding in Brazil are likely to encounter both eager and welcoming consumers and increasingly tough local competitors.
  3. Recognize distinctive cultures
    Because Brazil is a geographically large and demographically diverse country, successful brands recognize that making an impact on consumers requires adapting to many local cultures.
  4. Be emotional
    Brazilians respond positively to brands that create an emotional bond. While rational reasons for purchasing products and services remain important to Brazilian consumers, they are especially loyal to brands that earn their affection.
  5. Help build Brazil
    Becoming a genuine and active participant in the effort to raise living standards and reduce inequities will ultimately benefit the brand.

BrandZ LATAM Top 50 2012

BrandZ LATAM 2012 Report Top 50 Report

Top 50 Chart

2012 BrandZ LATAM Top 50 Infographic

BrandZ 2012 Infographic

Methodology and valuation by Kantar Millward Brown

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