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Article: BRANDING IN LATIN AMERICA: Mas y mejor for latino brands.
- Article from:
- Brand Strategy
- Article date:
- November 5, 2007
CopyrightCOPYRIGHT 2007 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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Branding in Latin America is becoming more important in a number of increasingly competitive markets despite the lack of business investment. David Clifton discusses the advances made so far
When you think about Latin America, what comes to your mind? Unless you've been there, it's probably fair to say you have a number of fairly entrenched stereotypes. Some of the most common external perceptions seem to be overtly positive, including colourful landscapes, beaches, Carnival and a vibrant culture. But there are also negative elements too: insecurity, civil war, corruption and backward economies.
While the positive views of Latin America certainly lend ...