This paper analyses international perceptions about Brazil and shows that there is a gap between the images of the nation to the rest of the world and the country’s historic aspirations to be a relevant player in global affairs. By discussing these perceptions, this article brings the study of nation branding closer to the debate of international relations constructivist theories, arguing that images do matter. It analyses secondary data about Brazil from ten different brand surveys, then discusses what it means to be a “serious country” and how that is related to foreign perceptions about the nation. The idea of Brazil as one the "coolest" nations in the world could be considered positive in terms of nation branding, but it may be in contrast with the historic foreign policy agenda of an ambitious nation that tries to project itself as an emerging power in international politics. Being “cool” is often associated with being a nation of parties and fun, which reinforces the frequent description that Brazil “is not a serious country”.

Purpose The purpose of this paper is to investigate Brazilian residents’ internal perspectives in terms of their satisfaction with the country. The paper identifies the convergences and divergences among factors related to the reputation of Brazil. Design/methodology/approach Residents’ perceptions were investigated by combining measurement scales based on previous studies in the literature; thus, a survey of 236 Brazilian citizens was employed, followed by exploratory factor analysis. Findings Two factors related to country reputation were identified. Factor 1, residents’ perceptions related to their overall satisfaction with Brazil, shows that Brazilians like and respect the country yet have low levels of trust – this dimension involves place attachment because of its emotional influences. Factor 2, representing residents’ perceptions of Brazil’s reputation abroad, shows that Brazilians think the country has a moderately positive image but not a desirable and good reputation abroad – these results indicate the need for improvements through governmental efforts. Research limitations/implications As this study opted for a comprehensive sample and not for a stratified sample, it was not possible to explore specific aspects regarding each region (Midwest, North, Northeast, Southeast and South) of the country. This type of detail could be interesting due to Brazil’s diversity. To identify destination-branding opportunities, further study should investigate Brazilian regions or cities from the residents’ point of view. Practical implications Interdisciplinary debate is encouraged among scholars, consultants, businesses and government authorities involved on the reputation of a country. Social implications Showing how the population feels about the country may offer ways of thinking about how to improve the satisfaction of these “ambassadors” of the brand Brazil, which could have impacts in the foreign perceptions about Brazil. Originality/value This study contributes to the understanding of country reputation by exploring residents’ perceptions and roles related to their satisfaction and attachment to Brazil.

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A política externa brasileira tem a histórica ambição de aumentar o prestígio do país. Status,no entanto, não depende apenas da aspiração, mas de como um estado é percebido pelosoutros. Este artigo analisa as percepções estrangeiras sobre a busca por status do Brasile contrasta com a diplomacia do governo Bolsonaro. Baseia-se em uma análise temáticareflexiva de dados primários de 94 entrevistas com a comunidade de política externa degrandes potências. O artigo argumenta que Bolsonaro corroeu os principais caminhosque as nações poderosas veem como servindo para a construção e expansão do prestígiointernacional do Brasil.