Brazil’s image as a social representation process

Giraldi, Janaína de Moura Engracia; Giraldi, Iara de Moura Engracia; Scaduto, Alessandro Antonio

doi:10.5897/ajbm10.1510

Cited by 23 publications

(41 citation statements)

References 27 publications

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“…Previous studies confirm the need for studies on Brazil's brand image, which is viewed with various positive and negative associations internationally (Anholt, 2007;Bignami, 2002;Giraldi, Giraldi & Scaduto, 2011;Kotler & Keller, 2006;Mariutti & Giraldi, 2013). Furthermore, a country brand image is a multidimensional construct and a complex theoretical archetype; it represents a combination of brand associations and is perceived by various stakeholders.…”

Section: Brazil As a Unit Of Analysismentioning

confidence: 82%

Culture as a dimension of country brand: highs and lows of Brazil’s brand image

Mariutti

Medeiros²

2018

TMS

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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.Keywords: Country brand, destination branding, Brazil's brand image, culture. ResumoCulturalmente, um país é reconhecido internacionalmente, representando um aspecto significativo da gestão de marca do país e da gestão de marca do destino. Por isso, o objetivo desse artigo é explorar 'cultura' e suas associações para o Brasil como uma dimensão da marca do país, que é a unidade de análise para esse estudo interpretativo na Inglaterra. Assim, após o grupo focal e análises temáticas, explorando e interpretando os achados, o Brasil foi percebido como possuindo uma 'cultura diversa e positiva'. O achado mais surpreendente refere-se à notoriedade dos participantes da diversidade de associações com a imagem de marca do Brasil. Inicialmente, ´futebol´, 'Carnaval' e 'Rio' foram os temas prevalentes da discussão, seguidos de 'música'. Os seguintes aspectos culturais únicos mais reconhecidos do Brasil foram as 'sandálias de dedo', a 'Amazônia', 'desfiles de carnaval', 'castanha-dopará' e os 'povos indígenas nativos brasileiros'. No entanto, a imagem de marca do Brasil é, em certa medida, mais favorável do que desfavorável. Assim, esse estudo pode orientar estratégias para campanhas de gestão de marca enquanto fomenta negócios e turismo para uma marca de país respeitável, sustentável e bem-sucedida. Palabras-chave:Marca do país, marca de destino, imagem de marca do Brasil, cultura.

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Section: Brazil As a Unit Of Analysismentioning

confidence: 82%

Culture as a dimension of country brand: highs and lows of Brazil’s brand image

Mariutti

Medeiros²

2018

TMS

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“…A similar position was taken by Giraldi, Giraldi and Scaduto (2011) in discussing Brazil's image through the theory of social representation. Because of the perception and projection of the country's image abroad, the authors identified five categories (population, politics, nature, sports and economy) that were considered in the process of defining the country's image.…”

Section: The Image Of Brazil As a Tourism Destinationmentioning

confidence: 98%

The Image of Brazil as a Tourism Destination: An Exploratory Study of the American Market

Mariutti¹,

Giraldi²,

Crescitelli³

2013

IJBA

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The aim of this paper is to evaluate the image of Brazil as a tourism destination as perceived by travel agents and tourism experts in the United States. The research was qualitative and exploratory, consisting of a literature review followed by an empirical investigation using in-depth interviews with travel agents and tourism experts located in the cities of New York, Miami, Orlando, and Atlanta. The findings reveal that images of Brazil have been converging in terms of diversity and ambiguity. It is important to review the negative and positive aspects cited in this study to minimize the negative elements and highlight the positive or attractive elements.

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“…Then we present Dutch students' view of Brazil, from the Netherlands. (Girladi, Giraldi & Scaduto, 2011). Following, the point of view of foreigners in Brazil is reviewed through a study with foreign exchange students in a university in Brazil, (Telles, 2012).…”

Section: Brazilianness Under the Foreiner´s Viewmentioning

confidence: 99%