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


  • Fabiana Gondim Mariutti CAPES Brasil - Ministério da Educação.
  • Mirna Medeiros


country brand, culture, country branding, destination branding, Brazil’s brand image.


A country’s international recognition represents a significant aspect of its country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ as a dimension of the country brand, particularly by analysing the case of Brazil in England. Using a focus group and thematic analysis, the study shows that Brazil is perceived as having a ‘diverse and positive culture’. Considering the English participants’ awareness of the country, the most prevalent themes were ‘football’, ‘Carnival,’ ‘Rio’ and ‘music.’ Furthermore, the most indicative of Brazil’s unique cultural associations were ‘flip-flops,’ ‘Amazon,’ ‘carnival parades,’ ‘Brazil nuts’, and ‘Brazilian native indigenous’. While the most positive associations were ‘carnival,’ ‘music,’ ‘indigenous tribes’ and ‘films’; the most negative associations were ‘social inequality,’ ‘poverty,’ ‘corruption,’ ‘political problems’ and ‘crime.’ Nevertheless, Brazil’s brand image is somewhat recognized more favourable than unfavourable by these English participants. This study can enhance country brand campaigns to refine their strategies for attracting business, investment, and tourism.

Author Biographies

  • Fabiana Gondim Mariutti, CAPES Brasil - Ministério da Educação.
    Pesquisa sobre Negócios Internacionais, Estratégia de Mercado, Administração de Marketing, Comunicação Integrada de Marketing, Gestão de Marca-País e de Lugares, Identidade e Imagem do Brasil. Ph.D. pela Leeds Business School na Leeds Beckett University, Inglaterra. Mestrado em Ciências pela Universidade de São Paulo Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto, SP. Especialização em Gestão Estratégica de Negócios pela FAAP, Ribeirão Preto, SP. Mestrado in Communications na Grand Valley State University (um semestre) em Michigan, EUA. Graduação em Comunicação pela Pontificia Universidade Católica de Campinas, São Paulo. Ensino Médio na Lyman High School, FL, USA. Membro do International Place Branding Association. Membro Associada do Institute of Place Management. Membro da Academy of Marketing. Membro da ABEP-UK. Fundadora e Ex-Presidente da Brazilian Culture Society - Leeds, Inglaterra.
  • Mirna Medeiros
    Universidade Estadual de Ponta Grossa (DETUR/UEPG)


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Applied Cultural Studies: Research Papers

How to Cite

Mariutti, F. G., & Medeiros, M. (2018). Culture as a dimension of country brand: highs and lows of Brazil’s brand image. Tourism & Management Studies, 14(1), 117-127.

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