The document discusses Brazil's import and export economy from 1990 to 2007. It shows that Brazil's imports have steadily increased while exports have fluctuated. Several charts and graphs depict the countries that are Brazil's main trading partners and suppliers. The document also examines brand awareness of electric guitar brands in Brazil according to a survey of music store owners. It shows awareness and market share categorized by brand and price point. Finally, it provides advice on how international brands can increase their market share in Brazil by acting locally, focusing on brand value rather than just products, and thinking long-term about their brand's future.

1. Daniel Neves
President, Musica & Mercado
B2B Spanish Magazine for M.I and Pro Audio industry
20 Countries from Latin America and NOW in Spain!

2. Economy
daniel@musicaemercado.com.br

3. Brazil • Import / Export 1990 to 2007
Import Export
Source: Brazil Government
daniel@musicaemercado.com.br

4. Brazil • Import / Export 1990 to 2007
Import Export
$70,000,000
$58,333,333
$46,666,667
$35,000,000
$23,333,333
$11,666,667
$0
90
91
92
93
94
95
96
97
98
99
00
01
02
03
04
05
06
07
19
19
19
19
19
19
19
19
19
19
20
20
20
20
20
20
20
20
Source: Brazil Government
daniel@musicaemercado.com.br

5. Globalization
and Brazil
daniel@musicaemercado.com.br

6. Main Suppliers
Brazil
daniel@musicaemercado.com.br

7. Main Suppliers
Brazil
daniel@musicaemercado.com.br

8. Main Suppliers
Brazil
daniel@musicaemercado.com.br

9. Brazilian imports by country - 1997/2007
1997 2007 daniel@musicaemercado.com.br

10. Brazilian imports by country - 1997/2007
US$40,000,000
US$30,000,000
US$20,000,000
US$10,000,000
US$0
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1997 2007 daniel@musicaemercado.com.br

11. Brazilian imports by country - 1997/2007
US$40,000,000
US$30,000,000
US$20,000,000
US$10,000,000
US$0
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1997 2007 daniel@musicaemercado.com.br

12. Brazilian imports by country - 1997/2007
US$40,000,000
US$30,000,000
US$20,000,000
US$10,000,000
US$0
an
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na
SA
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1997 2007 daniel@musicaemercado.com.br

13. Brazil doesn’t need
another product,
but a brand
daniel@musicaemercado.com.br

14. Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report
Interview with 500
music store owners
by Synovate Research

15. Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report
Tagima 42.00%
Ibanez 31.00%
Condor 24.00%
Fender 23.00%
Memphis 21.00%
Giannini 20.00%
Strinberg 20.00%
Eagle 17.00%
Michael 17.00%
Golden 11.00%
Epiphone 10.00%
Gibson 10.00%
Crafter 8.00%
Shelter 7.00% Interview with 500
Cort 7.00%
music store owners
Washburn 6.00%
Groovin 6.00% by Synovate Research
Yamaha 6.00%
Dolphin 4.00%
Outros 14.00%
NS/ NR 12.00%
Nenhuma

16. Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report
Standard
Intermediate
Premium

17. Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report
Tagima
Ibanez
Condor
Fender
Memphis
Giannini
Strinberg Standard
Eagle Intermediate
Michael
Premium
Golden
Epiphone
Gibson
NS/ NR
None

18. Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report
6.00%
Tagima
1.00%
Ibanez
8.00%
Condor
1.00%
Fender
17.00%
Memphis
7.00%
Giannini
Strinberg
8.00%
Standard
Eagle
6.00%
Intermediate
Michael
6.00% Premium
2.00%
Golden
1.00%
Epiphone
0.00%
Gibson
15.00%
NS/ NR
0.00%
None

19. Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report
6.00%
Tagima 19.00%
1.00%
Ibanez 3.00%
8.00%
Condor 7.00%
1.00%
Fender 3.00%
17.00%
Memphis 2.00%
7.00%
Giannini 9.00%
Strinberg 5.00%
8.00%
Standard
Eagle
6.00%
5.00% Intermediate
Michael
6.00%
6.00%
Premium
2.00%
Golden 4.00%
1.00%
Epiphone 3.00%
0.00%
Gibson 0.00%
15.00%
NS/ NR 16.00%
0.00%
None 1.00%

20. Eletric Guitar - Total Brand awareness
Synovate/Musica & Mercado Research Report
6.00%
Tagima 19.00%
15.00%
1.00%
Ibanez 3.00%
18.00%
8.00%
Condor 7.00%
4.00%
1.00%
Fender 3.00%
14.00%
17.00%
Memphis 2.00%
1.00%
7.00%
Giannini 9.00%
3.00%
Strinberg
2.00%
5.00%
8.00%
Standard
Eagle
6.00%
5.00% Intermediate
2.00%
Michael
6.00%
6.00%
Premium
1.00%
2.00%
Golden 4.00%
2.00%
1.00%
Epiphone 3.00%
3.00%
0.00%
Gibson 0.00%
4.00%
15.00%
NS/ NR 16.00%
19.00%
0.00%
None 1.00%
1.00%

21. How to increase your
market share in Brazil
D’Addario’s case
daniel@musicaemercado.com.br

22. Another success story of an
imported brand is Elixir Strings,
recognized for its premium
products.
daniel@musicaemercado.com.br

23. Do you want to
sell more in Brazil?
daniel@musicaemercado.com.br

24. daniel@musicaemercado.com.br

25. Act Locally
daniel@musicaemercado.com.br

26. The market does not have any
more room for companies that
look for easy returns
daniel@musicaemercado.com.br

27. Some brazilian brands imported from China
daniel@musicaemercado.com.br

28. Some brazilian brands imported from China
Arena Guitars
daniel@musicaemercado.com.br

29. We don’t need more
products,
we need brand value
daniel@musicaemercado.com.br

30. daniel@musicaemercado.com.br

31. Think about your
brand’s future
daniel@musicaemercado.com.br

32. Thank you!
daniel@musicaemercado.com.br