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BIBTEX RIS

Country Brand Identity: An Exploratory Study about the Brazil Brand with American Travel Agencies

2013; Taylor & Francis; Volume: 11; Issue: 1 Linguagem: Inglês

10.1080/21568316.2013.839469

2156-8324

Fabiana Gondim Mariutti, Janaína de Moura Engracia Giraldi,

Digital Marketing and Social Media

A country's image, transmitted through its brand, can enhance a country's international performance or diminish its global prominence in various sectors and spheres. This study's aim is to transpose the concept of brand identity to a country's brand based on Aaker's (2007) model. The research was qualitative and exploratory, including in-depth interviews with Embratur (the Brazilian Federal Institute of Tourism) and 20 travel agencies in the USA. We concluded that Aaker's theory may be partially applied to a country's brand. The core identity of the Brazil brand partially corresponds to the image that Embratur desires (diversity). The expanded identity, however, did not provide additional integrity or texture to Brazil's brand. This study on country-brand identity, applied to a growing sector, contributes to the body of research on country-brand management in international marketing.