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| Author(s): |
Fabiana Gondim Mariutti
Total Authors: 1
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| Document type: | Master's Dissertation |
| Press: | Ribeirão Preto. |
| Institution: | Universidade de São Paulo (USP). Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto (PCARP/BC) |
| Defense date: | 2012-03-28 |
| Examining board members: |
Janaina de Moura Engracia Giraldi;
Edson Crescitelli;
Paulo Sergio Miranda Mendonça
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| Advisor: | Janaina de Moura Engracia Giraldi |
| Abstract | |
The tourism market is booming in the globalized, diversified and internationally competitive business market, with rapid growth expected for this decade. Considering that the country brand is the image and perception of the brand associations of a nation as seen by foreigners, it is often found in the following spheres: economic, political, social, academic, fashion, sport, movies, and finally, in tourism. In this multidimensional context, Brazil requires studies on its own concept of country of origin, and especially, strengthening its brand identity. According to literature, it appears that there are few studies about the Brazil´s Country Brand focused on encouraging businesses and specifically for tourism in a target country. Therefore, this study was developed to analyze the Brazil Brand identity based on the convergence of communication strategies defined by Embratur for the tourism sector with those effectively used by travel agencies in the United States of America. The United States of America were chosen because it is the second-highest spender on tourism worldwide, and it was the second-highest sender of tourists to Brazil in the last seven years, with a gradual decrease since. This research was qualitative and exploratory, based on the literature review and in-depth interviews with three samples: Embratur, twenty agencies/tour operators in North America and a group of three experts. Based on the qualitative data collected, the content analysis was performed by triangulation. Regarding its original theme, the research focuses on the implementation of the concept of brand identity for a country brand, specifically, the Brazil Brand, slightly overlapping the field of international marketing in order to promote Brazil as an attractive tourist destination. After four defined and analyzed propositions, the conclusion is that Brazil has an incomplete brand relationship and conceptual differences with the theory, whose concept states that brand identity should be settled on the strategic vision of the brand. Embratur understands a theoretically-distorted version, which was not experienced in the respondents\' answers. Therefore, the central identity of the Brazil Brand, which should be the soul of the brand, corresponds only partially to the image desired by Embratur, featuring only the diversity attribute. Furthermore, the expanded identity, whose dimensional elements of the brand identity are organized into four perspectives, provided no texture or integrity to Brazil´s Country Brand. However, Brazil´s brand provides associations with the visual representation itself, with characteristics from the Brazilian culture, tourist destinations, products, services, and the media. In this way, one of the contribution of this investigation is to move forward to research lines about country branding, specifically about Brazil Brand; regarding not only strategies actions in special economy sectors, for its positioning, for its communication and for its growth in the international market. Each experience with Brazil Brand, throughout diversified contacts offers associations with Brazil´s both reputation and image. (AU) | |
| FAPESP's process: | 10/03354-0 - Identity and image of country brand: communication strategies of Brazil brand in the United States of America |
| Grantee: | Fabiana Gondim Mariutti |
| Support Opportunities: | Scholarships in Brazil - Master |