Branding Strategy for Entry to New Latin American Markets an Institutional and Cultural approach Bimbo Case

The main objective of this work is to analyze from an approach based on the theory of institutions in conjunction with culture and how these aspects influence when entrepreneurs are interested in entering new markets. Throughout this work you can observe the application of Branding strategies accompanied by the aforementioned positions, specifically in practical cases that the Bimbo company made in its entry to the Latin American markets, specifically in Argentina, Brazil and Peru. A description of some strategies was presented and the Branding processes that arose from them are presented in graphic form. Finally, we can conclude that the success that Bimbo has had in entering new markets is derived from the previous study of all the factors that identify a new market, such as culture, consumption habits, customs, values and laws. of the markets where they intend to enter, is a fundamental part to define strategies.

Keywords: Strategies, branding, internationalization, culture, institutions.

JEL CODES: F23, F18, M31, M37