Abstract:

This paper presents an analysis of brand value with a focus on global brands present in Latin American countries and is based on the hypothesis that for the vast majority of product and service categories brand value might be defined as a regional phenomenon and as such influenced by each market’s expectations and peculiarities as determined by the competitive context of the existing brands as well as the stage of development of that particular product category. As brand equity evaluation is a good measure for assessing brand value as perceived by consumers the project set out to measure the importance of the various aspects in the construction of brand equity for two product categories as well as measuring equity rates for international brands operating in these industries. The research project evaluated brand equity of international brands in two product categories (credit cards and automobiles) in four Latin American countries (Argentina Brazil Chile and Colombia).