{"id":351,"date":"2014-02-04T11:38:38","date_gmt":"2014-02-04T13:38:38","guid":{"rendered":"http:\/\/legacy.anacouto.com.br\/?p=351"},"modified":"2024-07-12T11:34:29","modified_gmt":"2024-07-12T14:34:29","slug":"o-brasil-e-as-marcas-globais","status":"publish","type":"post","link":"https:\/\/anacouto.com.br\/en\/artigos\/2014\/02\/04\/o-brasil-e-as-marcas-globais\/","title":{"rendered":"Brazil and Global Brands"},"content":{"rendered":"

Building and managing a brand is beneficial for a company's business and also contributes to making the country more competitive.<\/p>\n

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Branding emerged in Brazil twenty years ago, influenced by the work of several global brands that invested in new ways of relating to their consumers. For example, Apple created a computer with new technological, design, and interface principles. All these initiatives had something in common: a value proposition with an impact on consumers' lives. This new way of working, focused on the brand experience, created a more emotional relationship between companies and their consumers.<\/p>\n

The shift in the valuation of intangible assets was accelerated by significant events such as the digital revolution, globalized markets, access to capital, and concerns about sustainability. The role of the consumer, with greater access to information and significant influence, has also evolved: they have gone from being a simple "buyer" to becoming a... stakeholder<\/i>. He wants to know, in addition to paying for a product, whether the business is socially responsible. <\/b><\/p>\n

The result is that Brazil \u2013 the world's eighth-largest economy \u2013 has no brands on the list of the 100 most valuable globally. This lack of strong brands harms the country and its economy in global competition. By protecting its domestic market, Brazil created companies that gave little thought to building and managing their brands. In addition to obstacles to increasing productivity, there was little concern for building loyalty among consumers who had few choices.<\/p>\n

Therefore, the management of intangible assets was slow to enter the agenda of Brazilian CEOs. Only in recent years, due to the strategic role they have assumed, have brands gained significant space among the responsibilities of top organizational professionals. This delay has caused some distortions in the list of the most valuable Brazilian brands: it includes three banks, two commodity companies, three in the telecommunications sector, and two in the retail segment. We observe that, in addition to being the largest global economy, the USA holds 13 of the 15 most valuable brands in the world, meaning that its companies retain consumers in a large number of countries.<\/p>\n

American brands greatly help their country's economy to compete globally.
\nThis year, the United States is forecasting a $31,000 increase in its GDP, as it will include 21st-century components such as film royalties and investments in research and development in its calculations. Billions of dollars in so-called intangible assets will now be factored into the calculations of the world's largest economy.<\/p>\n

Based on this scenario, we analyzed important points about the ten largest economies in the world \u2013 USA, China, Japan, Germany, France, United Kingdom, Brazil, Russia, Italy and India, according to the Brand Finance index \u2013 and arrived at the following conclusions:<\/p>\n