Global / Reports & White Papers


Competitive Alternatives is KPMG’s guide to comparing international business locations in mature and high growth markets.

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Brazil has always been big. After all, it’s one of the largest countries by geographic area and one of the most populous democracies in the world. But for trademark owners seeking new markets of opportunity, Brazil is bigger than ever. Once hampered by high inflation and economic instability, Brazil today represents one of the most stable, dynamic and rapidly growing economies in the world, creating new opportunities across the industry spectrum—from energy and agriculture to consumer products.

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Branding, as we know it, has traditionally been associated with products and services. Global companies and corporations and their marketing communications agencies have continued to create and use branding as a distinguishing and strategic competitive factor in the market place, and also in the battle for consumers.

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In recent years, marketers have coined the term ‘Nation Branding’ as an attempt to position countries in a new light, in order to attract perceived financial investments from abroad, revitalize local economies and of course, create economic opportunities for the advertising industry. They often use the phase ‘it will bring invaluable benefits.’ But we know, anytime someone uses the word ‘invaluable,’ they usually don’t understand how to measure it, or they don’t want to know the answer.

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The BrandFinance® Nation Brand 100 provides a comprehensive report on the world’s leading nation brands and presents an analysis of the impact that a country’s reputation and image have on foreign consumers and investors.

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