Estratégia de comunicação do Mundial de Futebol 2014 e a construção da marca Brasil

Abstract

This dissertation has as objective to study in what way Brazil is taking advantage of the World Cup 2014 organization to build its country brand. From the knowledge of what is brand, country brand, territorial marketing, and how brand Brazil was built and has been evolving, we are looking forward to understand what is being done with brand Brazil when associated to the World Cup 2014. That mega event constitutes a singular opportunity to Brazil show off to the world, and communicate itself as developed country, in economic change and with better life conditions. But how far this exposition can be translated into a quality message? Does the image that Brazil links to its brand matches the present scenario? The stereotypes that prevail in Brazil’s international reputation have been surpassed? Is there consistency in the speech of Embratur, government, and organizing committees? These are some of the questions that this dissertation is forward to answer.

Date of Award	2014
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Manuel Seruya (Supervisor)