Marketing and Branding Research

Abstract

Growing trends have generated new terms in brand quality and new brand categories. Global
brands have encouraged the penetration of products in markets, but new contexts have
emerged, where brands add value to the productive sectors and promote the creation and
growth of new companies and new economies. An approach and analysis of the contemporary
construction of the sector brand and the value it provides to insert countries, sector, territories,
cities, regions and products in global markets was carried out. Because of this, a
decomposition was made from macro to micro at all levels and how they have emerged with
trends. On the other hand, in the Latin American context, we can observe the emergence of
emerging brands that have their origin in the need to meet the demand of priority sectors or
undertakings derived from the identification of unattended market niches, with the potential
to become trademarks in a higher level. And ultimately, the emerging brand for new product,
new trends and new sector focused in the younger consumer and the buyer experience from
the emotional side. This research is a contribution to reading with a different perspective than
that of the authors, which covers all the new levels of brands and how they are linked to the
productive sectors.