Measurement of country brand equity: country branding strategies for Brazil

• Grant number: 16/18247-0
• Support Opportunities: Scholarships in Brazil - Post-Doctoral
• Start date: June 01, 2017
• End date: December 31, 2018
• Field of knowledge: Applied Social Sciences - Administration - Business Administration
• Agreement: Coordination of Improvement of Higher Education Personnel (CAPES)
• Principal Investigator: Janaina de Moura Engracia Giraldi
• Grantee: Fabiana Gondim Mariutti
• Host Institution: Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (FEARP). Universidade de São Paulo (USP). Ribeirão Preto , SP, Brazil

Abstract

Currently, the massive competition among countries in search of progress of their economy, national prosperity and international business requires each country to invest in its reputation through the evaluation of its value as a brand. For the marketing discipline, country branding becomes necessary to build, manage, control and measure this value of the brand from multiple dimensions and variables. However, there is a scarcity in national and international studies on country brand equity, mainly on Brazil. Another gap refers to the measurement scales for evaluating a country brand equity, which are academically insufficient regarding a robust investigation model. In view of this context of the literature, this post-doc research project aims to adjust existing scales - theoretically and methodologically - from the well-known and validated ones from this area of knowledge; additionally this project analysis the country brand equity related to the reputation of Brazil in a decade marked by a huge worldwide exposure and, this project also recommends management strategies of country branding after the measurement of the country brand equity in order to increase the country brand value and to enhance the reputation of Brazil abroad. As the proposed methodology, two stages are needed as follows, first, a qualitative approach will be adopted (interviews with international experts), followed by a quantitative approach (self-administered survey) in which country brand dimensions and variables for measuring the country brand equity will be both fundamentally defined and orientated to Brazil. Indeed, the contribution of this research will improve the state of the art in empirical and managerial terms, with a solid scale for measuring the country brand equity and, also, with the succeeding recommendations for country branding, focusing on Brazil. (AU)

Scientific publications

(References retrieved automatically from Web of Science and SciELO through information on FAPESP grants and their corresponding numbers as mentioned in the publications by the authors)

FABIANA GONDIM MARIUTTI; JANAINA DE MOURA ENGRACIA GIRALDI. Country Brand Equity: The Role of Image and Reputation. BAR, Braz. Adm. Rev., v. 17, n. 3, 2020-08-31. (16/18247-0)