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Research papers

Evaluating the value of global brands in Latin America

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...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Paulo Carramenha, Luis Alfredo Lagos Dougnac, Nelsom Marangoni
June 15, 1999
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Citation

Carramenha, Dougnac and Marangoni (1999a, June 15). Evaluating the value of global brands in Latin America. ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-the-value-of-global-brands-in-latin-america


Research papers

Evaluating the value of global brands in Latin America (Spanish)

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...

Catalogue: Latin America 1999: Marketing In Latin America In The 21st Century
Authors: Nelsom Marangoni, Paulo Carramenha, Luis Alfredo Lagos Dougnac
June 15, 1999
×

Citation

Marangoni, Carramenha and Dougnac (1999a, June 15). Evaluating the value of global brands in Latin America (Spanish). ANA - ESOMAR. Retrieved April 27, 2024, from


https://ana.esomar.org/documents/evaluating-the-value-of-global-brands-in-latin-america-spanish-