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- W2275742444 abstract "In the past decades, countries have been adopting thetrend of creating their own Nation Brand and to manage them ascommercial brands, establishing their brand identities and brandstrategies, resulting in their brand image. The focus of thisthesis was to analyze how Brand Brazil is perceived in the UnitedStates and Brazil, by business people. Brazil developed,officially, its Brand Brazil in early 2000’s, and by 2003 there wasalready an Agency, called APEX-Brasil, designated to manage andpromote the image of Brazil abroad. APEX-Brasil, currently,supports 81 sectors of Brazil’s economy, supports over 10,000Brazilian companies and has promoted Brand Brazil in over 3,000presentations worldwide for audiences of entrepreneurs, investorsand trend-setters. For this thesis, an extended focus group study,with instrument containing qualitative and quantitative writtenquestions in English and Portuguese was conducted. With the resultswas possible to set patterns and make comparisons between theperception from North- Americans and Brazilians. This thesis alsopresents recommendations to expand the promotion of Brazil for theUnited States market." @default.
- W2275742444 created "2016-06-24" @default.
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- W2275742444 date "2012-01-01" @default.
- W2275742444 modified "2023-09-23" @default.
- W2275742444 title "Brand Brasil: A Comparative Analysis of the Brazil Country Image in the United States and Brazil" @default.
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