nation branding
Surrounded by samba music, residents of the Metro Mangueira favela were celebrating after a week of conflict. The small community is located next to the Mangueira favela, where 18,000 people live and is the headquarters of "Estacao Primeira de Mangueira", a famous samba school, where musicians like Jamelao and Cartola composed and played.
LONDON --- If Apple, Disney, Coca Cola, and other corporate giants benefit from their carefully nurtured brands, why shouldn’t nations do the same? “Branding” is a fashionable tool on which some public diplomats rely heavily…perhaps too heavily.
Helping global publics associate a country with nice things may be useful, but emphasizing a brand for a country can be self-defeating. A nation is not a soft drink, and public diplomacy planners will find themselves getting little return on their efforts if they are satisfied with mere imagery.
This year’s World Cup final will be played at Brazil’s iconic Maracana stadium, a venue that is in many ways a beacon of power, strength, and an illustrious history. But it’s also a reminder of darkness, disappointment and failure. Lying in the imposing shadow of the Maracana is the slum area of Favela do Metro.
Every two years China’s quest to boost the popularity of its brand is marked by a well- publicized media event: the Beijing Olympics 2008, EXPO 2010 in Shanghai, the Miss World contest 2012 in Ordos. Looking ahead, China plans to host the Youth Olympic Games in Nanjing and a global tourist summit in 2014.
Brazil's government tourism authority Embratur took advantage of today's live World Cup draw to start targeting online videos at potential visitors to Brazil from key tourism markets. The draw, eagerly awaited by soccer fans around the world, places the 32 national teams in 8 groups and determines which teams will play each other first, and in which of the 12 Brazilian cities that will host World Cup games starting in June 2014.
New Zealand's national airline unveiled a giant image Monday of the dragon Smaug on one of its planes to celebrate the premiere of the second movie in the Hobbit trilogy. Air New Zealand showed the 54-meter (177-foot) image that's featured on both sides of a Boeing 777-300 aircraft. The plane is scheduled to fly to Los Angeles in time for the premiere of "The Hobbit: The Desolation of Smaug," which screens Monday, Pacific Standard Time at the Dolby Theatre.
The ACT Government will launch a $2.6 million campaign to promote Canberra in the wake of this year's centenary celebrations. The campaign includes a new Canberra logo to represent the capital city, with the letters 'CBR' standing for 'Confident, Bold and Ready'. The brand development is the product of a 15-month process, with the full brand set to be revealed in March 2014.
The bumpy ride in the rickety van heads up the steep hill into Morro da Providência, this city’s oldest favela. Last stop: a small, silent square with a hardware shop, bar and pair of young policemen in armored gear toting machine guns, patrolling the still-unopened cable-car station that the city has recently built. The port spreads out below. Spurred by two looming mega-events — the World Cup next year and the Summer Olympics in 2016 — local officials are struggling to reinvent this onetime third-world city with a first-world economy.