Using advanced technology applied to the extraction and processing of large volumes of data, it is possible to obtain the necessary information to evaluate whether a new product, service or brand will be accepted when it begins to compete in a specific market.
Companies that intend to compete in a new market always ask themselves the following question: How much acceptance will our new product, service or brand have?
Brands offering a deeper and more emotional added value, delivering to their customers with immediacy and executing business strategies from a more local perspective are the most likely to succeed in this new commercial reality.
The outbreak of covid-19 and the mobility restrictions imposed by this pandemic significantly changed consumer behavior and perceptions of brands.
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.
Assessing the company's value proposition and conveying it properly, as well as adapting quickly to the current business environment to create bonds of trust with customers, are part of the challenges that brands must face to survive.
According to experts on issues related to marketing and branding, the severe home quarantines decreed by the Central American governments due to the outbreak of covid-19, has imposed new habits to consumers.
With regard to the discussion of an initiative which aims to modify the Trademark Law in Nicaragua, the business sector believes that relevant changes are being considered in the area of legal security, as far as the protection of trade names is concerned.
Regarding the subject, the National Assembly reported that on February 27, "... the consultation process for the initiatives to reform the Trademark Law and the Patent Law was successfully concluded, with the participation of economic and academic agents directly linked to the subject, who provided important contributions."
To have clear the purpose of the organization and to improve the "human" experience of the relationship client - brand, are the two trends that the experts visualize in the strategies of the companies in the next years.
According to the "2020 Global Marketing Trends Report", prepared by Deloitte, there are five other trends that derive from human purpose and experience: fusion, trust, participation, talent and agility.
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.
When brands don't know how to approach women, this segment of the population removes products from their value equation because they can't establish a rational, less emotional relationship.
4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out the study "A Guide to Understanding the Consumer", and one of its objectives was to understand how women behave with respect to brands in the Guatemalan market, in a context of economic slowdown.
The cheapest, most adaptable and irreplaceable brands are those preferred by consumers in Guatemala's current economic context.
4AM Saatchi & Saatchi White Rabbit together with Prensalibre.com carried out a study in the Guatemalan market, with the intention of understanding the reasons for the change in consumer behavior in the last two years, in a context of economic slowdown.
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.
In an increasingly competitive business world, satisfying customers with the service or product that companies sell them, is no longer enough.
Trying to satisfy your customer is always one of the main objectives for companies.However, as the entrepreneur and founder of Virgin Group, Richard Branson says, companies are often not clear on what degree of client satisfaction they aspire to achieve.Do they have low or high expectations?What do they really expect from the product or service they are buying?
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.
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