Culture as a dimension of country brand: highs and lows of Brazil’s brand image

A country’s international recognition represents a significant aspect of its country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ as a dimension of the country brand, particularly by analysing the case of Brazil in England. Using a focus group and thematic analysis, the study shows that Brazil is perceived as having a ‘diverse and positive culture’. Considering the English participants’ awareness of the country, the most prevalent themes were ‘football’, ‘Carnival,’ ‘Rio’ and ‘music.’ Furthermore, the most indicative of Brazil’s unique cultural associations were ‘flip-flops,’ ‘Amazon,’ ‘carnival parades,’ ‘Brazil nuts’, and ‘Brazilian native indigenous’. While the most positive associations were ‘carnival,’ ‘music,’ ‘indigenous tribes’ and ‘films’; the most negative associations were ‘social inequality,’ ‘poverty,’ ‘corruption,’ ‘political problems’ and ‘crime.’ Nevertheless, Brazil’s brand image is somewhat recognized more favourable than unfavourable by these English participants. This study can enhance country brand campaigns to refine their strategies for attracting business, investment, and tourism.