emerging brands A point of view from Havaianas Afonso Sugiyama The president of Alpargatas USA, the parent firm of flip-flop brand Havaianas, Afonso Sugiyama talks to Pip Brooking regarding the challenges of exporting Brazils best loved brand to a global audience The Havaianas brand has something most brands could only think of 100% awareness in its home market. However , that also locations limitations upon further growth. The brand has become growing naturally outside Brazil, driven simply by affinity using its Brazilian nature, now it is enough time for it to build n that, feels Afonso Sugiyama, president of Havaianas mother or father company Alpargatas USA. usinesses. In The european union we need to discover more occasions to wear, therefore its about developing company extensions just like closed-toe shoes or boots. We were concerned that Brazilians would be genuinely offended The business is very large in Brazil that theres a great emotional reference to the brand. The truth its exactly about flip-flops is a lot stronger in Brazil. Elsewhere the connection is far more to do with the enjoyment aspect of the rand name. How does the proposition transform outside Brazil then? Did your experience offer learnings Outside the house Brazil, Havaianas goes by market leader to a opposition brand.
We have to be more daring and have mare like a story to tell. Its also less about the category and even more about the manufacturer. In the Northern Hemisphere the biggest challenge is definitely the seasonality of flipflops. We have to make this more relevant in people minds, and to stockists Storytelling is very particular to the brand, but understanding who youre telling it to as well as how to connect these people is something that applies to any person. Latin America is generally extremely shy about taking organization globally, nevertheless like capital t or certainly not, the world is definitely global.
Building resonance internationally can enhance your position in your house market. e www. mandmglobal. com LOGISTIK Q4 p57_Emerging brands. indd 57 In number 85, Corona is definitely the only Latina American manufacturer to make it into Interbrands Top 75 Global Brands Index. It is far from only the biggest selling ale in South america, but the next best selling beverage in the world. In accordance to its parent company, Grupo Modelo, Corona Extra is the leading imported premium beer in america. It is nonetheless expanding in new market segments such as Australia and New Zealand.
The most familiar B razil brands range from financial sector, but Bajo Itau is the biggest. Your bank was crowned the most valuable Brazilian company for 2010 in front of other monetary brands Bradesco and Bajío do Brasil. With an estimated brand value of $12bn in accordance success of the group in multiple areas of bank services can be beginning to gain international interest outside it is domestic industry. Telcel South america The Philippine telecommunications business is familiar throughout Latin America and with a 60% marketshare is it doesn’t most valuable manufacturer in the egion, according to Millward Dark brown.
It has produced high company awareness through aggressive advertising sports sponsorship, including NASCAR, world golf tournaments and football occasions. But will that annoyed your devoted fans in Brazil? I was concerned that Brazilians will be offended that theres a product or service somewhere else that they can couldnt purchase. Its so why the closed-toe model is available in our principle store and we will be rolling it out through the market. Thankfully though, the reaction in Brazil has been extremely positive. Brazilians are pleased with seeing Havaianas going global.
How does company perception vary from home market to a global industry? Corona Banco Itau Brazil How do you require a brand like Havaianas, global? We have a strong asset which includes developed organically over 50 years their something not any investment in marketing you need to always stay loyal for the brand. We all always get started with the B razil heritage, but as communications include evolved it may be less regarding Brazil plus more about the Brazilian nature and its ideals. Our ideals are fun, strength, design and style, that are all things connected with Brazil.
That comes hrough in our marketing and sales communications, but each of our selection of mass media is very neighborhood. Other global challengers Petrobras For more market perspectives go to mandmglobal. com The semi-public oil company is Latin Americas greatest company, plus the sixth biggest company on the globe by the true market value. Marketing comes with TV and press advertisments to further brand recognition, along with targeting industry in key markets just like Argentina and Colombia. Latest sponsorship of BMW Williams Formula A single team was aimed at raising international reputation. Q4 2010 57 25/1 1/2010 18: 03
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