IDEAS home Printed from https://ideas.repec.org/h/spr/mgmchp/978-3-319-19482-0_7.html
   My bibliography  Save this book chapter

Brazil: The Green Giant

In: Brand Building and Marketing in Key Emerging Markets

Author

Listed:
  • Niklas Schaffmeister

    (globeone – Strategy • Brand • Communication GmbH)

Abstract

Brazil is the fifth largest country in the world and the leading economy in South America. Its economy represents half of Latin America’s commercial power. From 2007 to 2012, the GDP grew by a staggering 77.5 %. Oil, gas, agriculture, industry and a huge service sector are the main pillars of the economy. As a very young country, almost 33 % of the 206 million Brazilians are 19 years old or younger and 85 % of them live in urban centers along the East coast. After decades of military rule and crippling inflation, Brazil has experienced a period of political and economic stabilization since the 1990s. A rapidly growing middle class, rising prices for its major commodities as well as various government programs have lifted millions of people out of poverty and transformed the country into a relevant destination for international investment and a hotspot for global events like the football World Cup and the upcoming Olympics. Brazilians are optimistic, young, energetic, flexible and pragmatic. The countries’ enormous immigration-based ethnical diversity has become its most distinct characteristic while the growth of wealth and prosperity has also led to significant changes in consumer behavior. Domestic competitors need to be taken seriously and precise navigation through the different income classes like the “Class C” and their respective purchasing habits is mandatory for success in the country that is known for being “blessed by god and beautiful by nature”.

Suggested Citation

  • Niklas Schaffmeister, 2015. "Brazil: The Green Giant," Management for Professionals, in: Brand Building and Marketing in Key Emerging Markets, edition 1, chapter 7, pages 197-247, Springer.
    • Handle: RePEc:spr:mgmchp:978-3-319-19482-0_7
    DOI: 10.1007/978-3-319-19482-0_7
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:mgmchp:978-3-319-19482-0_7. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.