In any national branding strategy, we cannot ignore intellectual property (IP), an effective tool to maintain a positive national image. Currently, the world is a huge market and each country needs to know how to operate as a business. In this globalized world, competition between countries is increasingly fierce to welcome more tourists, to sell more goods at home and abroad, and to attract more foreign investment and foreign talent. This is one of the main factors that determine a nation’s position in the world, whether it moves forward or falls behind. National identity Brazil reminds us about the carnival It must be affirmed that to be able to improve competitiveness in the market a country must find an identity for itself to attract “customers” around the world. When we talk about France, for example, we think of luxury goods, wine, and travel. Regarding Italy, we think about well-known fashion brands, pizza, and cheese. Germany reminds us about discipline and mechanics, while we admire Japan’s high-quality consumer electronic products or sophisticated, beautiful cuisine. For Brazil, we think of the carnival, Amazon forest or football. The impressions, images and emotions that we have for a country are its national brand. For… Read full this story
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