In 2022, Bloom Consulting was commissioned by ApexBrasil (the Brazilian Trade and Investment Promotion Agency) to conduct a comprehensive analysis of Brazil’s Nation Brand, focusing on its international perception in the domains of Trade, Foreign Direct Investment (FDI), and Exports. The project’s main objective was to understand how Brazil is perceived globally, particularly as an economic powerhouse in constant growth across multiple sectors, and to provide strategic recommendations to strengthen and position the Brazil Nation Brand on the world stage. Building on these insights, we developed a brand strategy anchored in a Central Idea supported by ON and OFF brand filters, enabling a consistent narrative-building approach to effectively position Brazil internationally.
Bloom Consulting conducted a detailed assessment of Brazil’s Nation Brand perception, both globally and internally, using its proprietary D2 Digital Demand, D2 Digital Supply and D2 Live Quanti tools. The analysis examined general and business-related perceptions, specific sectoral insights, and future challenges for sustaining and enhancing the Brazil Nation Brand.
The team also worked closely with the Ministry of Foreign Affairs (Itamaraty) and private sector stakeholders to understand their needs, their role in promoting Brazil abroad, and how the Nation Brand could better support business growth and international competitiveness.
This project represented a key milestone in how Brazil approached its Nation Brand, moving beyond visual identity and communication to embrace a more strategic and analytical perspective. Despite experiencing phases of positive and negative perceptions, Brazil proved to be not only a resilient brand but also a consolidated and leading Nation Brand on the global stage. Through this mindset shift, the country strengthened its position as a relevant and competitive player, recognizing how its identity contributes to value creation across multiple sectors. Recommendations focused on defining the strategy for the global positioning of Brand Brazil and guiding stakeholders on their role in promoting the country.
