Fabiana Gondim Mariutti

Brazil's Image Abroad: How Can the Public and Private Sector Partnership Improve Marketing Strategies?

Brazil needs both theoretical and empirical studies to help strengthen its image through complementary business strategies by the public and private sectors. The aim of this study is to analyse the relationship between the image of Brazil and its culture and to suggest marketing communication strategies for appropriate promotional efforts abroad. This is a conceptual paper based on the analysis of relevant literature and available data on the tourism market. The suggestions are made based on five categories of Brazils image: paradise Brazil, the fragile sex of Brazil, the Brazil of the Brazilian, the country of carnival, and exotic and mystical place. Using the combined work of the public and private sectors along with a communication plan for tourist destinations, negative associations can be re-assessed and improved. By reflecting on and analysing the past, future academic studies can focus on ways to improve tourism, while tourism companies and public policies that will attract international tourism to Brazil can be developed.

The placement of country reputation towards place management

Purpose Until now, scholars have devoted insufficient attention to theories of place reputation – at the city, region and country levels. Furthermore, the literature does suggest a theoretical link between country reputation and country-of-origin (COO). To foster an alignment between country reputation and place management, this paper aims to trace the advance of country branding and nation branding, as deriving place management recommendations from studies on country reputation. Therefore, this work is grounded on the consistent principle in the current literature – that a place must first improve itself via development and management before it can create a positive reputation via communications; it is fundamental, geographically, to work on the development initiatives towards the improvement of a place. Design/methodology/approach This is a conceptual paper based on literature search on country reputation published in the past decade (2005-2015). Findings The analysis indicates that nine papers have been published on country reputation since 2005, but none of them deal with principles of place management. This paper also consolidates the field’s decades-long theoretical evolution into a visual diagram. To close, it concludes by highlighting the need for theoretical and managerial advancements involving principles from place reputation and place management, which could help countries achieve sustainable prosperity. Research limitations/implications As limitations, this conceptual paper lacks review of each country in the evolutionary timeline regarding country branding and nation branding. As another limitation, this paper focused specifically on theoretical contributions and did not address the administrative challenges implied by the sub-themes. Indeed, there is much complexity involved with aligning government policies with internal and external stakeholders. Social implications Inspire academia, government and citizens to be engaged with the sustainable prosperity of their country through initiatives of place management and development. Originality/value The present study provides additional evidence with respect to the evolution of COO to country reputation, considering studies on nation branding and country branding, towards place management. To date, this is the first publication that offers an extensive examination of country reputation. Thus, the principal theoretical implication of this study is that place management and place reputation can be aligned to develop and improve places (cities, regions and countries) for sustainable prosperity.

Country brand identity: an exploratory study about the Brazil brand with American travel agencies.

Abstract A countrys image, transmitted through its brand, can enhance a countrys international performance or diminish its global prominence in various sectors and spheres. This studys aim is to transpose the concept of brand identity to a countrys brand based on Aakers (2007) model. The research was qualitative and exploratory, including in-depth interviews with Embratur (the Brazilian Federal Institute of Tourism) and 20 travel agencies in the USA. We concluded that Aakers theory may be partially applied to a countrys brand. The core identity of the Brazil brand partially corresponds to the image that Embratur desires (diversity). The expanded identity, however, did not provide additional integrity or texture to Brazils brand. This study on country-brand identity, applied to a growing sector, contributes to the body of research on country-brand management in international marketing.

‘If I huff and I puff’. Foundations for building Brazil’s image: Evidence from an international systematic review (2001 to 2015)

The past two decades presents a rapid development of country image research. From the literature, several conceptual frameworks are aligned to specific topics, for instance, country-of-origin, country brand models, socioeconomic changes, among others. Specifically, focusing on Brazil’s image research, this paper provides a systematic review of international articles published between 2001 and 2015. Therefore, this paper concludes that there is not enough research about Brazil’s image, providing an exciting opportunity to advance our knowledge about this complex Latin America country relating to other disciplines. Additionally, most studies have examined Brazil’s image from a ‘tourism’ perspective, followed by ‘exports’ mostly using quantitative methods. This demonstrates that researchers could carry out further research regarding potential theoretical and methodological approaches aligned to other disciplines. Furthermore, the outcomes can orientate new research alignments linked to Brazil’s image and the recent crises (e.g., economic, political, social and ethical).

Role of attitudes in Brazil's country brand image

1. Dr. Janaina de Moura Engracia Giraldi Dr. Janaina de Moura Engracia Giraldi is an Associate Professor of Marketing and Management at the Department of Business Administration, University of São Paulo (USP), Brazil. Janaina received her Doctoral and Master’s degrees from the University de São Paulo (USP). She also obtained a Master’s of Science degree from the Katholieke Universiteit Leuven (KULeuven), Belgium. Her research interests include the country-of-origin effect, country image, country branding, consumer behavior and strategic marketing. E-mail: jgiraldi@usp.br

Las estrategias de comunicación para la Marca Brasil en los Estados Unidos de América .

En este articulo se pretende analizar la gestion de la marca Brasil para la promocion del turismo, basado en la convergencia de las estrategias de comunicacion definidas por la Oficina Nacional de Turismo de Brasil (Embratur) con las efectivamente utilizadas por las agencias de viajes y operadores en los Estados Unidos de America para atraer y mantener a los turistas. Llegamos a la conclusion de que existen divergencias entre las estrategias definidas por Embratur y las ejecutados por las agencias, asi como hay financiacion limitada para la promocion de la marca Brasil en los EE.UU..