Marca Brasil: ficção ou realidade? uma análise das iniciativas da APEX- Brasil para a construção da marca Brasil

Abstract

We live in a global economy and it is urgent for Brazil, through its governors and entrepreneurs, to increase its share in this economy. Branding the country can help create a strong identity for the country, which tends to collaborate with the exports of products made in this place. This study has the purpose of analyzing how brand Brasil was built and how it has been used by the Brazilian government to help its exports. In order to accomplish this objective, there was a review of the literature, concerning relevant concepts relative to global marketing, global branding and country as a brand. After this, the research method was explained and there was an analysis about the built of Brasil brand and the initiatives of the Brazilian government, more specifically of the Agência de Promoção de Exportações do Brasil (Apex-Brasil), for building Brazil as a brand. The initiative of creating brand Brasil, although quite late, was good, but, due to the lack of usage, the brand still seems to be more fiction than reality.