How to conduct research in a virgin market (Spanish)

Date of publication: June 15, 2017


The presentation will be done based on the learnings of doing the first market research study done in Cuba, BrandZTM. BrandZTM is a brand valuation conducted by Kantar Vermeer's, a leading brand valuation and strategy consultancy. The methodology includes a rigorous analysis of financial data, market valuations, analyst reports and risk profiles. They also analyses consumer perception which is a key input in determining brand value, because brands are a combination of business performance, product delivery, clarity of positioning and leadership.

Fernando Alvarez


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