Brazil and the Dichotomies of its Reputation

This presentation on the reputation of Brazil starts with the evolution of country image studies, from the country-of-origin theory up to the current debate about country reputation. Since 1965, due to the multidimensionality of country image as a complex scientific topic, researchers in several different fields attempted to understand, analyse and/or measure country images. Regarding Brazil, previous studies confirm that dichotomous and paradoxical aspects prevail in people's minds. Brazil has an inconsistent reputation. Therefore, we ask ourselves: "How could Brazil's reputation be enhanced nationally and internationally?"

Presenter:

Fabiana Gondim Mariutti
Post-doctoral researcher at the Faculty of Economics, Business and Accounting in Ribeirão Preto (FEA-RP) in the University of São Paulo (Brazil). Mariutti holds a PhD from the Leeds Business School, where she studied different aspects of the international image and "brand" of Brazil. She is also the founder and former president of the Brazilian Culture Society - Student Union, Leeds, UK, and associate Member of the Institute of Place Management, UK and of the Brazilian Researchers' Association - ABEP, UK.

Mariutti is the author of "Country Reputation: The Case of Brazil in the United Kingdom: Four Stakeholders' Perspectives on Brazil's Brand Image" (LAP Lambert Academic Publishing, 2017) and co-author of "Country Brand Identity" (LAP Lambert Academic Publishing, 2013).