With the reduction of advertising budgets, companies must invest in advertising on social networks, which must be complemented by organic traffic derived from content created on digital platforms.
The outbreak of covid-19 transformed the ways in which Central American consumers behave, as quarantines and measures of restriction and social isolation decreed by governments, generated abrupt changes in purchasing habits and product search.
In a context where consumers demand that products be manufactured in an environmentally and socially responsible manner, purpose-built brands will be the most likely to increase sales.
The tendency to consume products that belong to a brand with purpose is becoming increasingly important in markets, as consumers look to companies to manufacture goods in a responsible and sustainable way.
Discovery Communications has granted a local developer a license to use its name in an ecotourism park to be built in Guanacaste, with an estimated investment of $400 million.
According to Bloomberg.com, the media company Discovery Communications, which owns television channels such as Discovery and Animal Planet, gave the developer group Sun Latin America a license to use its name and brand in an adventure park to be built near Liberia, which will be ready by the end of 2020.
Eight in ten Peruvians buy own brand label products, with bread, rice and oil having the most presence in supermarkets
From a statement issued by the Costa Rican Foreign Trade Promotion Office:
Peruvians prefer to shop in supermarkets, because of the variety of products on offer , as well as for reasons of safety and comfort. In 2014, supermarket sales showed a growth of 9.5% compared with the previous year, which represents 44% of total retail sales.
Supermarkets are one of the outlets where the most own brand labels can be found, and these products are gaining ground as consumers perception over their quality improve.
Currently in Panama 2% of supermarket sales correspond to own or private brand labels and 64% to cheaper brands, according to studies cited by Martesfinanciero.com.
The low penetration of these kinds of brands in the Panamanian market represents a growth opportunity, mainly because the perception that consumers have of such brands is changing, both regionally and globally.
Private brands, also known as intermediaries or retailers, are being increasingly sought out in developed markets such as those in European countries.
From a press release issued by the Foreign Trade Office (Procomer):
A study by the consultancy company Nielsen in 2013 for the Yearbook of Private Label Manufacturers Association (PLMA) shows that private brands increased their share in 18 of the 20 European countries analyzed, which led to them being the most popular and demanded by consumers.
Lego International has won a lawsuit against Lego PZ Multiservicios S.A. of Costa Rica for the misuse of the toymaker's brand name.
Lego International won the lawsuit filed against the corporation Multiservicios Lego PZ Costa Rica for the unauthorized use in its company name, of the trademarked name Lego. The Register of Legal Entities at the National Registry ordered the administrative detention of the corporation.
"Users of the microblogging network do not represent real-world consumers ."
Although the network has now reached 230 million users, experts are warning that they are not a fair sample of the population to which companies want to target their advertising messages.
"Twitter is a place for people addicted to their digital devices, who are terribly worried about missing out on the latest tweet by Edward Snowden and are faithful believers that the world is interested in reading all of their publications.
The solution for companies looking for a name for their new product lines depends on their capacity for inventiveness.
According to Alejandro Fernández in his article in Elfinancierocr.com, this is how "extraordinary names come about, not from a book, but from an ingenious mind. Häagen-Dazs is perhaps the most powerful example. Neither Häagen nor Dazs have absolutely any meaning in any language.
The four principles of branding which make a small country with just over four million people receive two million tourists per year.
1 - Identification of major strengths
In the case of Costa Rica, biodiversity accounts for 4% of animal and plant species on the planet, and this is a main attraction for nature lovers.
Advertising agency JWT' issued 12 recommendations for making the most of social media to develop and maintain a brand.
Companies need to constantly keep track of consumer attitudes and social media sites such as Facebook and Twitter are an excellent way to do so.
A JWT survey of 18 leading communication professionals led to the following list of 12 tips for best practice use of social networks, which it calls its "Social Media Checklist".
In this new breed of marketing to the “4Ps” (product, placement, price, promotion) the following been added: flow, functionality, feedback and loyalty (“4Fs” in Spanish).
The Internet, new information management tools and methodologies, combined with globalization, are redefining the way products are marketed.
Cristina Vílchez, writing for Americaeconomia.com, comments that, “new tools are available for companies to use to reach customers.
Colgate leads with 88.4% of consumer preference, followed by Pollo Campero (62%), Coca Cola (61.7%), Magia Blanca (55.1%), Super Selectos (53.3%), Xtra (52.3%), Sony (48.2%) and Gilette (47.3%).
LPG Datos teamed with El Economista to conduct a brand preference study in El Salvador. It compiles the results of 10 different surveys conducted over the past three years.
Online video and display advertising are effective at driving significant uplift in site visitation and advertiser search queries, even in the face of minimal clicks on ads.
Fox Networks and comScore, a leader in measuring the digital world, unveiled the findings of a U.K. study:
-Video and display advertising both successfully increased brand engagement in each of the four campaigns analysed.