Abstract:

The BRICs markets- Brazil, Russia, India and China- are coming under increasing focus. As well as being seen as potential future cornerstones of the world economy, they are significant markets today in their own right. International brand owners cannot afford to ignore them. This paper uses research-based evidence to provide guidance for marketers. It examines the similarities and differences between the BRICs, and suggests strategies for building successful brands in these huge and dynamic markets.