Writing in BrandChannel this week, Randall Frost ("Emerging Nations Cultivate Agricultural Brands") discusses the branding of agricultural produce. In this context the success of Brazil in branding its coffees and wine products is specifically mentioned. Says Randall:
"Of the developing countries, Brazil has one of the most advanced agricultural branding programs. ... in addition to the country’s promotions for Brazilian coffee, there are also branding programs for Brazilian beef, Brazilian fruit, Brazilian chicken, and wines from Brazil".Most importers of such products have up till now been other developing economies, since tariffs and trading barriers have given the country little opportunity for its brands to penetrate some of the most highly developed markets.
