Open AccessMARCA-PAÍS: O CASO BRASILEIRO
Author(s) -
Priscila Thábata Alves da Silva
Publication year - 2007
Publication title -
universitas. relações internacionais
Language(s) - English
Resource type - Journals
eISSN - 1982-0720
pISSN - 1807-2135
DOI - 10.5102/uri.v4i1.277
Subject(s) - promotion (chess) , investment (military) , work (physics) , perception , political science , key (lock) , brand strategy , business , brand image , advertising , marketing , psychology , brand management , computer science , engineering , politics , law , mechanical engineering , computer security , neuroscience
This work has the objective to analyse the influence of national brand in the world and the increase of the key factors in development. It will be studied the Brazilian case and the perceptions that already exists in the minds of others as an entity with positive and negative atributes, once that a positive national image is essential for export promotions and also for turism and investment promotion. After a revision of concepts and definitions considered basic for the intention of this work, I will intent to argue the Brazilian efforts to shape its brand if it has a clear strategy and the resources to go on