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Can a city brand change a country's image perception? An investigation into the contribution of the Sao Paulo city promotion to the 'Brand Brazil'.

Can a city brand change a country's image perception? An investigation into the contribution of the Sao Paulo city promotion to the 'Brand Brazil'.

Cussiano Camilher Carvalho, Perola and Chowne, Peter (2009) Can a city brand change a country's image perception? An investigation into the contribution of the Sao Paulo city promotion to the 'Brand Brazil'. In: Proceedings of the 3rd International Conference on Destination Branding and Marketing. Institute for Tourism Studies, Macao, China, pp. 109-120. ISBN 978-99937-51-32-8

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Abstract

This paper explores the role that city brands play on building the international perception of a country focusing on the case of São Paulo and Brazil. There has been limited research into the influence of cities on building the perception of countries and there is no consistent literature about the perception of the Brazilian image from inside or outside Brazil. Research was undertaken using in-depth interviews with eight key individuals who discussed the concept of the ‘Brazil Brand’ within their different professional areas of expertise. An analysis undertaken of the current ‘Watercolour plan’ created by the Brazilian government which was proved to be non-effective in helping the country to grow in other fields besides leisure tourism. The city of São Paulo – if promoted in parallel with the ‘Watercolour Plan’ - would help Brazil to make its brand understandable for foreigners - tourists, investors and workers - and at the same time add a sense of maturity and future to the country’s set of values.

Item Type: Conference Proceedings
Title of Proceedings: Proceedings of the 3rd International Conference on Destination Branding and Marketing
Additional Information: [1] 3rd International Conference on Destination Branding and Marketing, Institute For Tourism Studies, Macao SAR, China, 2-4 December 2009
Uncontrolled Keywords: city and country branding, image perception, São Paulo, Brazil
Subjects: F History United States, Canada, Latin America > F1201 Latin America (General)
G Geography. Anthropology. Recreation > G Geography (General)
Faculty / Department / Research Group: Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:10
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/4053

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