The World Cup and the Brazil brand

The FIFA World Cup in Brazil comes with great expectation. Will it help Brazil improve its country brand? Will it enhance the perception of the country internationally? 

We are curious to know what the impact will be. Aren’t you? Answer the poll and let’s check the trend at Brazil Global.

If you have anything else to say about it, please use the comment space below.

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).

5 thoughts on “The World Cup and the Brazil brand

  1. Hildete, I found it curious that Brazil is reduced to promoting sandalias hawaianas as its major example of branding. I love havianas and wear them all the time, but we should be able to draw on more and better examples of Brazilian design and industry. Don’t you think?


  2. Good point! I wonder if the official strategy to promote the country is getting the results the government wants. The Havaianas is a success case, but I agree with you: Brazil has much more to show.


  3. Do major Brazilian companies operating overseas like Embraer, Vale, Gerdau and JBS fly the Brazilian flag or stamp it on their products?


  4. Hawaiians sandals is the most successful brand which better personify the country’s image: “step on it” is the best way to consider the “non sense country”.


  5. I hate to be the Devil’s advocate, but it does take two sides to make a market. From the data points I am collecting, Brazil now seems ripe for a fall, a bubble ready to burst:

    – the data coming from Guido Montega, to begin with, is corrupt.
    – the Olympic committee has begun talking about taking the 2016 Olympics to another venue, for cause
    – the government has been forcing Petrobras to sell gas below cost
    – the drought and the electric supply problem similarly impacts Brazilian electric companies
    – the World Cup is yet another excuse for price gouging, for everything, from the perspective of this observer
    – the problem of European stadiums, African education/ healthcare is everywhere apparent
    – Brazilian hubris is at an all time high, but never more disconnected from the fundamental story. Real GDP growth at 2%, inflation at at least 7% or higher, and interest rates at 7% or higher
    – the place to be is short Brazil, and long Brazilian/ Emerging Market volatility
    – sectoral strikes (security guards one day, cooks the next) ongoing
    – The Economist has been one source accurately reporting the spectacularly unproductive Brazilian worker (and “endorsed” Mr. Mantega)


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