Brazil should be concerned with the message it sends to the world, in addition to the definition of regional targets for FDI (Foreign Direct Investment) and trade (link to previous post here). While some countries are stereotyped and a few others are not, many of them invest in very-focused, specific messages that they deliver to the world. An ordinary marketing expression applied to Brazil would be: The country needs to identify its brand and communicate it to global markets in order to facilitate business. Table 1 presents a simplified list of general strenghts and qualities associated with selected countries. From an international trade perspective, Brazil sends no clear message to investors worldwide.
|Country||Business strengths and messages associated with to country|
|India||IT services, software programming, spiritual life|
|Germany||Engineering, precision, rigor|
|Japan||High technology, R&D, consumer electronics|
|US||Innovation, capitalism, multinationals, top level universities, technology|
|UK||Think-tanks, English language, Oxbridge, tradition, royalty, stability|
|France||Aerospace technology, wines, fashion, sophistication, gastronomy,|
|China||Industry, multinationals, low-cost manufacturing|
|Italy||Fashion, design, arts, gastronomy, history|
|Brazil||Rain forest, exotic places.|
Table 1: Messages delivered by several countries
An interesting free report about country-level brands can be downloaded for free from FutureBrand (a consultancy) website. The material presents major points about the messages delivered by several countries and points out that Latin America has potential for strong country brands but currenly no country in the region developed a strong brand worldwide.
As usual, a question to my demanding readers: Do you know a country that positively changed its message over time?
Link to Country Brand Image report developed by FutureBrand here
Link to image of flags here
Image of country ranking taken from FutureBrand´s Country Brand Index 2014-2015.