What the Brand brands: A reading from the contribution of Sectoral Brands to the competitiveness of the regions

Abstract

[EN] Global brands have encouraged the penetration of products in markets, but new contexts have emerged, where brands add value to the productive sectors and promote the creation and growth of new companies. An approach and analysis of the contemporary construction of the sector brand and the value it provides to insert countries, territories, cities and products in global markets is carried out. On the other hand, in the Latin American context, we can observe the emergence of emerging brands that have their origin in the need to meet the demand of priority sectors or undertakings derived from the identification of unattended market niches, with the potential to become trademarks in a higher level.