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Identity and image of country brand: communication strategies of Brazil brand in the United States of America

Grant number: 10/03354-0
Support type:Scholarships in Brazil - Master
Effective date (Start): March 01, 2011
Effective date (End): March 31, 2012
Field of knowledge:Applied Social Sciences - Administration - Business Administration
Principal researcher:Janaina de Moura Engracia Giraldi
Grantee:Fabiana Gondim Mariutti
Home Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil


The tourism market is booming in a globalized world both diversified in markets and competitive internationally, within a rapid growth foreseen for this coming decade. Related to this fact, there is the country-of-origin effect, which has minimum representation in this sector concerning Brazil business exploitation in the international touristic scenario. On the topic of the country brand as the image perception and its country brand associations - perceived by foreign, it is often noticed in current aspects: political, economical, social, academics, fashion, sports and films industry, and finally, in tourism. In this context, Brazil needs to be studied on its own concept of country-of-origin, on the strengthening of its own brand, and especially of its role as a destination image. Through the literature review, it is assured that there are few studies about Brazil brand. Thus, the main objective of this study is to analyze the convergence of communication strategies defined for the Brazil brand in the tourism sector by Embratur with the ones effectively used by travel agencies in the United States of America. The country was selected for the following reasons: (1) for being the second spender on tourism in the world and (2) for being the second largest sender of tourists to Brazil in the last five years. The research will be exploratory from in-depth interviews with Embratur and with travel agencies from North America. Based on qualitative data collected, it will be performed a content analysis. It is believed that this research on communication strategies will foster Brazilian tourism and vacation packages focused on a country with a potential consumer market, as well as broadening the studies on the subject involving Brazil. (AU)

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Academic Publications
(References retrieved automatically from State of São Paulo Research Institutions)
MARIUTTI, Fabiana Gondim. Country Brand Identity: Communication of the Brazil Brand in the United States of America. 2012. Master's Dissertation - Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (PCARP/BC) Ribeirão Preto.

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