Abstract
The rise of Brazilian luxury brands, not only in Brazil, but in other international markets, has created new and significant market opportunities. However, challenges will need to be overcome if Brazilian luxury brands are to succeed in an increasingly cluttered and competitive brand environment. This chapter gives an overview of the Brazilian luxury market, highlighting consumers’ perceptions of luxury brands. This will follow with a framework identifying possible paths for building Brazilian luxury brands.
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© 2014 Jonas Hoffmann
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Hoffmann, J. (2014). Novel Luxury: Made in Brazil. In: Atwal, G., Bryson, D. (eds) Luxury Brands in Emerging Markets. Palgrave Macmillan, London. https://doi.org/10.1057/9781137330536_3
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DOI: https://doi.org/10.1057/9781137330536_3
Publisher Name: Palgrave Macmillan, London
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