SECTOR BRAND DEVELOPMENT IN BRAZIL: PROSPECTS AND CHALLENGES

Abstract

An important factor considered during a purchase is the influence of the information regarding the nation of origin of a good or service, a phenomenon called "Country -of-Origin Effect". In the effort to harness the potential of the image of their nation of origin, many companies use the nation's brand or a sector brand related to the image of their nation, to leverage their activities. The goal of this paper is to understand the theoretical process of developing sector brands, specifically considering the case of Brazil. The paper concludes that the development of sector brands is appropriate for developing countries with weak or recent national brands, as in the case of Brazil. Alternatively, a flagship or representative merchandise of the nation can be advertised.