Abstract
This paper reports an empirical study of Brazil's country image. The purpose is to analyze (1) the existing perceptions of Brazil after the BRIC’s rush, (2) if there are differences between groups and (3) why such differences exist. Two studies were performed with people from foreign countries. Findings suggest that the image of Brazilian products cannot be considered a competitive advantage (except for typical products such as coffee, cachaca, etc.). It was also found that foreigners who have visited Brazil or with higher levels of educational attainment create an emotional bond and have a more positive image of Brazil. We concluded that researchers and marketing managers should not ignore the importance of country image or consider the image of Brazil as non-relevant to product acceptance in the international market.
Highlights
Not long ago, Brazil, Russia, India and China attracted jealous glances in the international arena
It was found that the respondents believe in the quality of Brazilian art, but they consider the quality of products to be average; they think that there is little investment in marketing for Brazilian products
The first is an analysis of the perception of Brazil's image after the pinnacle of BRICs
Summary
Brazil, Russia, India and China attracted jealous glances in the international arena. One of the main signs from the market that suggests the end of the BRIC's race is the growth deceleration in these countries because of the European crisis and the slow growth of the US economy and problems in the management of BRICs, which increases distrust of investors. This does not mean that these markets have exhausted their potential for growth, but the golden age is over, and new countries are becoming the preferred choice of investors. This article aims to answer the following research questions: (1) What are the existing perceptions about Brazil after the BRIC's rush? (2) Are there any differences between groups? (3) Why do such differences exist?
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