The de-commodification of the Brazilian market


Cristiane Ruiz de Moraes Vianna

The de-commodification of the Brazilian market

Companies can add value to a product by transforming a commodity into a named brand, says Cristiane Ruiz de Moraes Vianna.

It is not news to anyone that markets re-invent themselves. At any given moment, when everything seems unalterable and known, inexplicable innovations and opportunities arise.

It is this innovation that drives economies. There are several examples, and one of the best relates to consumer goods, which react daily to the growing dissatisfaction of consumers with globalisation.

In addition to this natural change that governs the competitive mechanism of all economies, for five years now the Brazilian market has also been affected by another type of transformation: the ‘de-commodification’ of previously untouchable sectors.

Before going any further, it is important to clarify what the term ‘commodity’ signifies. In the financial market, the term refers to raw materials or natural products arising from cultivation or extraction, produced on a large scale, by different producers and with almost uniform characteristics.

branding; de-commodification; trademark; Friboi.