Culture as a dimension of country brand: the highs and lows of Brazil’s brand image
Culturally, a country is recognized internationally as representing a significant aspect of country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ and its associations for Brazil as a country brand dimension, which is the unit of analysis for this int...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2018-01-01
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| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/986/pdf_81 |
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| Summary: | Culturally, a country is recognized internationally as representing a
significant aspect of country branding and destination branding.
Therefore, the aim of this paper is to explore ‘culture’ and its
associations for Brazil as a country brand dimension, which is the unit
of analysis for this interpretive study in England. Thus, after focus group
and thematic analyses exploring and interpreting the findings, Brazil
was perceived as having a ‘diverse and positive culture’. The most
surprising finding concerns the participants’ awareness of the diversity
of associations with Brazil’s brand image. Initially, ‘football’, ‘Carnival’
and ‘Rio’ were the prevalent themes of the discussion, followed by
‘music’. Brazil’s next most recognized unique cultural aspects were ‘flipflops’, the ‘Amazon’, ‘carnival parades’, ‘Brazil nuts’ and the ‘Brazilian
native indigenous people’. Nevertheless, Brazil’s brand image is, to
some extent, more favourable than unfavourable. Thus, this study can
orientate strategies for branding campaigns while fomenting business
and tourism for a reputable, sustainable and successful country brand. |
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| ISSN: | 2182-8466 |