Nation Branding in Latin America: Repositioning Brazil to Reset Its Brand Image

Abstract

Summary By performing country brand initiatives and hosting mega sporting events as international promotional tools, Brazil, the largest economy in Latin America, has tried to leverage its brand awareness as a promising hub for investment for a great variety of sectors and add new attributes to the country’s image, such as a strong, innovative and sustainable economy. However, the country has accumulated instability and turbulence over the years, which has discredited reputation-building efforts. The lack of public financial management, economic crisis associated with widespread corruption, inappropriate responses to the COVID-19 pandemic and lack of environmental management affected the country’s image negatively. Currently, the relaunch of “Marca Brasil” represents an effort to reset its brand image based on a repositioning strategy oriented to stand the country as a protagonist on the global stage, adding value to how the country is perceived. Information © The Authors 2024