Why the BRIC Label Outlived Its Investment Usefulness
The BRIC grouping became popular because nearly every emerging market prospered during the prior decade and the acronym captured the four largest. Sharma argues that it was a successful marketing construct, not evidence that the countries shared a durable economic trajectory.
- The emerging-market boom made broad groupings look predictive.
- BRIC primarily captured market size.
- The four countries did not share one lasting economic model.
- Acronyms can remain popular after their analytical value fades.
“This was a great marketing acronym, but like all marketing creations, it had a use markets.”
“Brick today appears like such a last decade concept.”