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Abstract(s)
A presente dissertação tem como objectivo estudar de que forma está o Brasil a
aproveitar a organização do Mundial de Futebol FIFA 2014 para construir a sua marcapaís.
A partir do entendimento do que é marca, marca-país, do marketing territorial, e de
como a marca Brasil foi construída e tem evoluído, procura-se perceber o que está a ser
realizado em nome da marca Brasil quando associada ao Mundial de Futebol 2014. Esse
mega evento constituiu uma oportunidade singular do Brasil se mostrar ao mundo, e
comunicar-se enquanto país desenvolvido, em mudança económica e com melhoras ao
nível de condições de vida. Mas até que ponto esta exposição é sinónimo de uma
mensagem de qualidade? A reputação que o Brasil conecta à sua marca condiz com o
cenário actual? Os estereótipos que prevalecem na reputação do Brasil a nível
internacional foram superados? Existe coerência no discurso da Embratur, do governo, e
dos comités que organizam o Mundial? Estas são algumas perguntas que esta
dissertação procura responder.
This dissertation has as objective to study in what way Brazil is taking advantage of the World Cup 2014 organization to build its country brand. From the knowledge of what is brand, country brand, territorial marketing, and how brand Brazil was built and has been evolving, we are looking forward to understand what is being done with brand Brazil when associated to the World Cup 2014. That mega event constitutes a singular opportunity to Brazil show off to the world, and communicate itself as developed country, in economic change and with better life conditions. But how far this exposition can be translated into a quality message? Does the image that Brazil links to its brand matches the present scenario? The stereotypes that prevail in Brazil’s international reputation have been surpassed? Is there consistency in the speech of Embratur, government, and organizing committees? These are some of the questions that this dissertation is forward to answer.
This dissertation has as objective to study in what way Brazil is taking advantage of the World Cup 2014 organization to build its country brand. From the knowledge of what is brand, country brand, territorial marketing, and how brand Brazil was built and has been evolving, we are looking forward to understand what is being done with brand Brazil when associated to the World Cup 2014. That mega event constitutes a singular opportunity to Brazil show off to the world, and communicate itself as developed country, in economic change and with better life conditions. But how far this exposition can be translated into a quality message? Does the image that Brazil links to its brand matches the present scenario? The stereotypes that prevail in Brazil’s international reputation have been surpassed? Is there consistency in the speech of Embratur, government, and organizing committees? These are some of the questions that this dissertation is forward to answer.
Description
Keywords
Marketing territorial Marca-país Mega eventos Marca Brasil Mundial de futebol Territorial marketing Brand country Mega event Brand Brazil World cup