Branding Brazil
Branding Brazil

Author: Leslie L. Marsh

Publisher: Rutgers University Press

Published: 2021-05-14

Total Pages: 220

ISBN-13: 1978819315

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Branding Brazil examines a panorama of contemporary cultural productions including film, television, photography, and alternative media to explore the transformation of citizenship in Brazil from 2003 to 2014. A utopian impulse drove the reproduction of Brazilian cultural identity for local and global consumption; cultural production sought social and economic profits, especially greater inclusion of previously marginalized people and places. Marsh asserts that three communicative strategies from branding–promising progress, cultivating buy-in, and resolving contradictions–are the most salient and recurrent practices of nation branding during this historic period. More recent political crises can be understood partly in terms of backlash against marked social and political changes introduced during the branding period. Branding Brazil takes a multi-faceted approach, weaving media studies with politics and cinema studies to reveal that more than a marketing term or project emanating from the state, branding was a cultural phenomenon.

Branding Brazil
Branding Brazil

Author: Leslie L. Marsh

Publisher: Rutgers University Press

Published: 2021-05-14

Total Pages: 220

ISBN-13: 1978819293

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Branding Brazil examines a panorama of contemporary cultural productions including film, television, photography, and alternative media to explore the transformation of citizenship in Brazil. The book takes a multi-faceted approach, weaving media studies with politics and cinema studies to reveal that more than a marketing term or project emanating from the state, branding was a cultural phenomenon.

Nation Branding Practices in Latin America
Nation Branding Practices in Latin America

Author: Eva Niesing

Publisher: GRIN Verlag

Published: 2013-05-16

Total Pages: 187

ISBN-13: 3656429464

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Bachelor Thesis from the year 2013 in the subject Communications - Public Relations, Advertising, Marketing, Social Media, grade: 1,1, European School of Business Reutlingen, language: English, abstract: In the globalized world of today a well-elaborated, long-term oriented nation branding strategy which includes the government, the public and the private sector as well as the nation ́s citizens themselves can help nations to improve and to better control their nation image. Nation branding activities increase the countries ́ competitiveness in the global marketplace and help to foster the tourism arrivals, inward foreign direct investment flows and exports as well as they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding and mostly only focus their activities on the tourism promotion. The region ́s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products, services and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete and advanced nation branding activities. Although such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices
Latin America ́s Potential in Nation Branding: A Closer Look at Brazil ́s, Chile ́s and Colombia ́s Practices

Author: Eva Niesing

Publisher: Anchor Academic Publishing (aap_verlag)

Published: 2013-09

Total Pages: 193

ISBN-13: 3954891425

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In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Branding Latin America
Branding Latin America

Author: Dunja Fehimovic

Publisher: Lexington Books

Published: 2018-02-15

Total Pages: 247

ISBN-13: 1498568289

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As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the market. Through context-sensitive case studies that foreground a specific, under examined set of practices and concepts, this volume draws particular attention not only to the reconfigurations of citizenship, identity, and culture according to an insidious logic of market competitiveness, but also to the ways in which different actors resist, survive, and even thrive in such a context. In so doing, it illuminates the ambivalent relationships between the local, national, and global; the individual and collective; the public and private; and the economic, political, and cultural landscapes that characterize contemporary Latin America and the wider world.

LogoLounge Master Library, Volume 3
LogoLounge Master Library, Volume 3

Author: Catharine Fishel

Publisher: Rockport Publishers

Published: 2011-07-01

Total Pages: 296

ISBN-13: 1610602382

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The third in the seven-volume LogoLounge Master Library series, Shapes & Symbols is a collection of 3,000 shape- and symbol-based designs gathered from LogoLounge.com, the largest online collection of logos in the world. In addition, top designers, including Steff Geissbuhler, Jerry Kuyper, and Hans Hulsbosch, share their insights on the values, traditions, and future of shape- and symbol-based logo designs. —Shapes are generally logos that are more concept-oriented. It is a category that is rich with history, culture, and present-day opportunity. —Symbols are logos that are based on pictorial representations of concept: a heart, a star, or a cross, to name a few. In large part, their meaning is drawn from the specific base symbol. The LogoLounge Master Library series forms the deepest, densest, most highly focused collection of logos organized by category ever. It is organized with the busy, motivated designer in mind. You can turn to exactly what you need, time after time—a must-have resource for any serious logo designer.

Marketing and Branding
Marketing and Branding

Author: Eugênio Bispo Melo

Publisher:

Published: 2022-02-08

Total Pages: 147

ISBN-13: 6589916276

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In its global edition, the book brings the main marketing concepts, together with the most important and innovative aspects of brand management in Brazil and worldwide. It brings to light the importance of service in chain stores, franchises, dealerships, supermarkets, delivery, as well as the astronomical growth of the digital platform in the global market. It shows how the brand's image and positioning have been flexible in the face of changes in the economy and in consumer buying behavior, as well as a preface by the father of brand positioning, Al Ries. A surprising and unique book in the publishing market that brings together methods, concepts and practices and, therefore, can be considered a parameter in the academic and governmental environment. Written by the marketing and branding specialist, this book reflects the urgent need to apply new concepts and resources related to brand management in the corporate and government market.

Lean Branding
Lean Branding

Author: Laura Busche

Publisher: O'Reilly Media

Published: 2019-03-01

Total Pages: 292

ISBN-13: 1492054178

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Every day, thousands of passionate developers come up with new startup ideas but lack the branding know-how to make them thrive. If you count yourself among them, Lean Branding is here to help. This practical toolkit helps you build your own robust, dynamic brands that generate conversion. You’ll find over 100 DIY branding tactics and inspiring case studies, and step-by-step instructions for building and measuring 25 essential brand strategy ingredients, from logo design to demo-day pitches, using The Lean Startup methodology’s Build-Measure-Learn loop. Learn exactly what a brand is—and what it isn’t Build a minimal set of brand ingredients that are viable in the marketplace: brand story, brand symbols, and brand strategy Measure your brand ingredients by using meaningful metrics to see if they meet your conversion goals Pivot your brand ingredients in new directions based on what you’ve learned—by optimizing rather than trashing Focus specifically on brand story, symbols, or strategy by following the Build-Measure-Learn chapters that apply