How is Brazil, the brand, doing?

How is Brazil, the brand, doing? The economy is doing well, international magazines such as The Economist, The Wall Street Journal have dedicated a lot of space to Brazil. But is the brand Brazil a positive one? Does it attract business and tourists?

Martin Sorrell, one of the most important man in world advertising, gave an interview to Revista Exame where he says that “Brazil today is the most charming brand being sold around the planet.”

Sorrell’s company has just concluded a  survey on Brazil’s image in about 50 countries. It indicates interesting changes in the Brazil brand’s DNA, he says.

Sensuality, energy, dynamism ..

Today, Brazilian image deals with seven main characteristics: sensuality, energy, dynamism, glamour, carefreeness, fun and daring. It is a highly positive perspective. The same survey indicates that Brazilian products are still not recognized as innovative or as having high quality abroad, but this perception has been evolving favorably.

Nobody understands why tourism is not an important industry in Brazil. Buenos Aires often gets more tourists then Brazil.

Brazil campaign in Paris

New campaign in Paris to attract tourists

In Paris, a huge campaign on the sightseeing buses has been launched this month. It is everywhere. Paris is the number one tourist destination in the world. It seems intelligent to advertise there. Many other countries do it. Croatia, Tunisia have also been recently in the subway.

Is there a plan behind such initiatives?  Erratic campaigns are not sustainable. Let’s see how this Paris initiative will evolve.  It might be the beginning of a coordinated and well planed campaign aiming in the Olympic Games and the World Cup. Or it might be an isolated promotion that will have no g

Published by Hildete Vodopives

Hildete de Moraes Vodopives is founder of Brazil Global and of the Harvard Strategists Group. She has a PhD in Economic History and advises companies and investment agencies in international business development.She served as Corporate Relations Director and later, on the board of the Brazilian Investment Analysts Association (APIMEC).

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