Contribution of Sectorial Brands to the Competitiveness of the Regions and the Emerging Brands

Ariana Daniela Del Pino Espinoza () and Freddy Ronald Veloz de la Torre ()
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Ariana Daniela Del Pino Espinoza: Escuela Superior Politécnica del Litoral, Guayaquil, Ecuador
Freddy Ronald Veloz de la Torre: Escuela Superior Politécnica del Litoral, Guayaquil, Ecuador

Marketing and Branding Research, 2019, vol. 6, issue 1, 1-9

Abstract: Growing trends have generated new terms in brand quality and new brand categories. 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 and new economies. An approach and analysis of the contemporaryconstruction of the sector brand and the value it provides to insert countries, sector, territories, cities, regions and products in global markets was carried out. Because of this, a decomposition was made from macro to micro at all levels and how they have emerged with trends. 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. And ultimately, the emerging brand for new product, new trends and new sector focused in the younger consumer and the buyer experience from the emotional side. This research is a contribution to reading with a different perspective than that of the authors, which covers all the new levels of brands and how they are linked to the productive sectors.

Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:bco:mbraaa::v:6:y:2019:p:1-9

DOI: 10.33844/mbr.2019.60321

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