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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| Format: | Article |
| Language: | English |
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University of Algarve, ESGHT/CINTURS
2018-01-01
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| Series: | Tourism & Management Studies |
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| Online Access: | https://tmstudies.net/index.php/ectms/article/view/986/pdf_81 |
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| author | Fabiana Gondim Mariutti Mirna de Lima Medeiros |
| author_facet | Fabiana Gondim Mariutti Mirna de Lima Medeiros |
| author_sort | Fabiana Gondim Mariutti |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-9d9d30de3e834c3a85af3b04ce80387f |
| institution | Kabale University |
| issn | 2182-8466 |
| language | English |
| publishDate | 2018-01-01 |
| publisher | University of Algarve, ESGHT/CINTURS |
| record_format | Article |
| series | Tourism & Management Studies |
| spelling | doaj-art-9d9d30de3e834c3a85af3b04ce80387f2025-02-02T16:50:45ZengUniversity of Algarve, ESGHT/CINTURSTourism & Management Studies2182-84662018-01-0114111712710.18089/tms.2018.1411Culture as a dimension of country brand: the highs and lows of Brazil’s brand imageFabiana Gondim Mariutti 0Mirna de Lima Medeiros1FEA-RP – Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto, Universidade de São Paulo, BrazilDETUR – Departamento de Turismo, Universidade Estadual de Ponta Grossa, BrazilCulturally, 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.https://tmstudies.net/index.php/ectms/article/view/986/pdf_81: country branddestination brandingbrazil’s brand imageculture |
| spellingShingle | Fabiana Gondim Mariutti Mirna de Lima Medeiros Culture as a dimension of country brand: the highs and lows of Brazil’s brand image Tourism & Management Studies : country brand destination branding brazil’s brand image culture |
| title | Culture as a dimension of country brand: the highs and lows of Brazil’s brand image |
| title_full | Culture as a dimension of country brand: the highs and lows of Brazil’s brand image |
| title_fullStr | Culture as a dimension of country brand: the highs and lows of Brazil’s brand image |
| title_full_unstemmed | Culture as a dimension of country brand: the highs and lows of Brazil’s brand image |
| title_short | Culture as a dimension of country brand: the highs and lows of Brazil’s brand image |
| title_sort | culture as a dimension of country brand the highs and lows of brazil s brand image |
| topic | : country brand destination branding brazil’s brand image culture |
| url | https://tmstudies.net/index.php/ectms/article/view/986/pdf_81 |
| work_keys_str_mv | AT fabianagondimmariutti cultureasadimensionofcountrybrandthehighsandlowsofbrazilsbrandimage AT mirnadelimamedeiros cultureasadimensionofcountrybrandthehighsandlowsofbrazilsbrandimage |