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As novas estratégias de promoção do Brasil no Exterior: estudo de caso

2008; UNIVERSIDADE DE SÃO PAULO; Volume: 19; Issue: 3 Linguagem: Inglês

10.11606/issn.1984-4867.v19i3p450-471

1984-4867

Amália Raquel Pérez-Nebra, Cleria Juliana Rosa,

Business and Management Studies

The goal of this case study is to analyze the strategies used by EMBRATUR after the new guidelines were established in 2003. The aim of these strategies was to modify the current positioning of the image that Brazil has abroad. This study was structured considering Brazil as a brand. First, we began by providing the background of the organization, then the scenery of international tourism and how Brazil is inserted in it. Finally the strategies adopted by the agency and a critical evaluation of such strategies. The conclusion suggests a perception of quantitative change in the scenario of the Brazilian tourism; although the qualitative rate was not possible to assess due to time constraints. Brand-Brazil and its strategies were assessed, and possibility of development was suggested at the end of the work, mainly on research and development.