nation branding

Brazil fans

The World Cup might not be all hearts and roses for Brazil.

The World Cup was meant to be a celebration of a new Brazil -- powerful, prosperous and jubilant. When the ball starts rolling in three days the world may instead view images of violence and inefficiency. Seven years after gaining rights to host sport’s most-watched event, Brazil nears the tournament amid street protests, economic slowdown and a wave of strikes including subway and museum workers. 

The website of the Bureau of International Expositions, a group that is sort of like the International Olympic Committee for these things, explains that today's expos – the term "fair" was retired in 1967 – have "become a unique platform for international dialogue, for public diplomacy and for international cooperation". Which is to say, really safe and boring.

The Public Relations Association of Nigeria joins millions of Nigerians to mourn the passage on Saturday June 7 Consultants of a former Minister of Information, Prof Dora Akunyili and states that Mrs Akunyili through her life’s work contributed positively to boosting Nigeria’s reputation in the comity of nations.

India is joining the global pursuit of some of China’s most valuable assets – its big-spending tourists. With a campaign in 12 Chinese cities this spring, the world’s second-most populous nation hopes to capture the imagination of travelers from the most populated country. The promotion, called “Glimpses of India,” kicked off last month in Beijing with music and dance performances at the showpiece Poly Theatre. In March, India changed the rules to make it easier for Chinese visitors to get visas. 

As FIFA's global sponsors work to maximize their brand engagement prior to next week's World Cup, host country Brazil and 2022 host Qatar struggle to overcome negative press and poorly-planned branding strategies.

If you haven’t heard the song by now, you soon will; Mas Que Nada by Sergio Mendes and Brasil 66 will be a big part of this summer’s soundtrack. As the World Cup in Brazil fast approaches, the 1963 Jorge Ben number is on tv, in adverts, cafes, bars—in fact, everywhere. One translation of the song’s title is “whatever”, a perfect country slogan for a track that seems to personify the stereotypical view many of us have of Brazil and Brazilians. 

Advertising agency Dentsu recently released the results of its annual Japan Brand Survey, in which it asks people from around the world for their opinion on the country. This year’s study involved 3,600 men and women living in 17 different countries, whose responses were used to compile a list of 10 things they feel Japan does better than anywhere else in the world.

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