Culture as a dimension of country brand: highs and lows of Brazil’s brand image

• Mariutti, Fabiana Gondim ^[1] ; Medeiros, Mirna
  1. [1] CAPES Brasil - Ministério da Educação.
• Localización: Tourism & Management Studies, ISSN-e 2182-8466, ISSN 2182-8458, Vol. 14, Nº. 1, 2018, págs. 117-127
• Idioma: inglés
• DOI: 10.18089/tms.2018.14110
• Títulos paralelos:
  • Cultura como uma dimensão da marca-país:: os altos e baixos da imagem de marca do Brasil
• Enlaces
  • Texto completo (pdf)
• Dialnet Métricas: 1 Cita
• Resumen
  • English

    A country’s international recognition represents a significant aspect of its country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ as a dimension of the country brand, particularly by analysing the case of Brazil in England. Using a focus group and thematic analysis, the study shows that Brazil is perceived as having a ‘diverse and positive culture’. Considering the English participants’ awareness of the country, the most prevalent themes were ‘football’, ‘Carnival,’ ‘Rio’ and ‘music.’ Furthermore, the most indicative of Brazil’s unique cultural associations were ‘flip-flops,’ ‘Amazon,’ ‘carnival parades,’ ‘Brazil nuts’, and ‘Brazilian native indigenous’. While the most positive associations were ‘carnival,’ ‘music,’ ‘indigenous tribes’ and ‘films’; the most negative associations were ‘social inequality,’ ‘poverty,’ ‘corruption,’ ‘political problems’ and ‘crime.’ Nevertheless, Brazil’s brand image is somewhat recognized more favourable than unfavourable by these English participants. This study can enhance country brand campaigns to refine their strategies for attracting business, investment, and tourism.

  • português

    Culturalmente, um país é reconhecido internacionalmente, representando um aspecto significativo da gestão de marca do país e da gestão de marca do destino. Por isso, o objetivo desse artigo é explorar ‘cultura’ e suas associações para o Brasil como uma dimensão da marca do país, que é a unidade de análise para esse estudo interpretativo na Inglaterra. Assim, após o grupo focal e análises temáticas, explorando e interpretando os achados, o Brasil foi percebido como possuindo uma ‘cultura diversa e positiva’. O achado mais surpreendente refere-se à notoriedade dos participantes da diversidade de associações com a imagem de marca do Brasil. Inicialmente, ´futebol´, ‘Carnaval’ e ‘Rio’ foram os temas prevalentes da discussão, seguidos de ‘música’. Os seguintes aspectos culturais únicos mais reconhecidos do Brasil foram as ‘sandálias de dedo’, a ‘Amazônia’, ‘desfiles de carnaval’, ‘castanha-dopará’ e os ‘povos indígenas nativos brasileiros’. No entanto, a imagem de marca do Brasil é, em certa medida, mais favorável do que desfavorável.

    Assim, esse estudo pode orientar estratégias para campanhas de gestão de marca enquanto fomenta negócios e turismo para uma marca de país respeitável, sustentável e bem-sucedida.

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