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How does Brazil measure up? Comparing rankings through the lenses of nation brand indexes

Author

Listed:
  • Fabiana Mariutti

    (Leeds Beckett University, Rose Bowl, City Campus)

  • Ralph Tench

Abstract

A considerable amount of literature has been published on nation brand and yet not much regarding measurement. The purpose of this article is to examine nation brand indexes and explore the unbalanced outcomes of a country’s position in these recognized instruments. Although research has been carried out on nation brand, no single study exists comparing a country in four diverse nation brand indexes, which are the reputable ones by Anholt, Fetscherin, Fombrun and Anholt and Govers. This article also reflects on the critical studies perspective of the place branding research domain, discussed by Lucarelli and Berg. After a qualitative approach applied to Brazil, it is believed that these indexes mutually support and complement each other – even though they use different approaches, methodologies, samples and data. Moreover, each of them has their own strengths and weaknesses in terms of accuracy and rationality. Findings from this article’s evaluation may guide nation brand managers, governments and researchers to recognize that indexes should be taken into account when analysing a nation brand and its complex image. Therefore, this article contributes to existing knowledge on the critical studies perspective of the contemporary theoretical structure of the place branding research domain by providing a comparative study based on real data-based rankings of nation brand indexes.

Suggested Citation

  • Fabiana Mariutti & Ralph Tench, 2016. "How does Brazil measure up? Comparing rankings through the lenses of nation brand indexes," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 12(1), pages 17-31, February.
    • Handle: RePEc:pal:pbapdi:v:12:y:2016:i:1:d:10.1057_pb.2015.19
    DOI: 10.1057/pb.2015.19
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    References listed on IDEAS

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    1. Roth, Katharina P. & Diamantopoulos, Adamantios, 2009. "Advancing the country image construct," Journal of Business Research, Elsevier, vol. 62(7), pages 726-740, July.
    2. Li, Shaomin & Filer, Larry, 2007. "The effects of the governance environment on the choice of investment mode and the strategic implications," Journal of World Business, Elsevier, vol. 42(1), pages 80-98, March.
    3. Fabiana Mariutti & Ralph Tench, 2015. "Are we talking the Same Language? Challenging Complexity in Country Brand Models," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 1(1), pages 49-62, January.
    4. K. Roth & A. Diamantopoulos, 2009. "Advancing the country image construct," Post-Print hal-00787417, HAL.
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    7. Jan Lindemann, 2010. "The Economy of Brands," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-27501-0, October.
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    Cited by:

    1. Fabiana Gondim Mariutti & Vivian Iara Strehlau & John James Loomis & Eliana Herrero, 2024. "When place brand and place logo matches: VRIO applied to place branding," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 20(3), pages 335-349, September.
    2. Suter, Mariana Bassi & Munjal, Surender & Borini, Felipe Mendes & Floriani, Dinora, 2021. "Conceptualizing country-of-origin image as a country-specific advantage: An insider perspective," Journal of Business Research, Elsevier, vol. 134(C), pages 415-427.
    3. Daniel Buarque, 2023. "What makes a serious country? The status of Brazil’s seriousness from the perspective of great powers," Place Branding and Public Diplomacy, Palgrave Macmillan, vol. 19(3), pages 359-370, September.

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