Brazil brand down six positions in global perception index, says study
RIO DE JANEIRO, BRAZIL – According to the British consultancy Brand Finance’s report, released this Thursday, February 25th, factors such as the covid-19 crisis management and the flight of foreign investors caused the country to drop from the 29th overall position – reached in 2020, the first year of the listing – to 35th place.
On the other hand, countries seen as models in the fight against the novel coronavirus recorded the reverse shift. New Zealand, considered the main example of crisis management, moved up six positions.
“Brazil is highly representative in the media. Everything that is done here is magnified. I ascribe this drop predominantly to the disorderly way the government dealt with the vaccine, for instance, in some statements. These statements travel the world and ultimately influence people,” explains Eduardo Chaves, Brand Finance’s general director in the Brazil.
In the ranking that assesses the way people rate countries’ performance in fighting the pandemic, Brazil scored second worst, ahead only of the United States. The country also lost positions in the overall ranking, as did China and India.
For the over 75,000 people worldwide who took part in the survey – among the general public in 102 countries and experts – the Covid-19 crisis also had a negative impact on the perception of the country’s governance skills.
Although the loss was minor (0.1), significant improvements in other countries, such as Qatar (0.8), contributed to Brazil’s decline. The next World Cup host country, which ranked 31st in the GSPI in 2020, below Brazil, moved up five positions in 2021.
Brazil scored higher for business perceptions (0.7), international relations (0.7), influence (0.2), and reputation (0.1). In the familiarity category, the assessment remained the same, one of the highest on the list.
Culture
The country ranks 8th in the cultural heritage category, which evaluates references to art, entertainment, cuisine, and sports. According to Chaves, the world looks favorably upon Brazilian music, with representatives ranging from Tom Jobim to singer Anitta. According to the Brand Finance executive, the concert performed by Anitta during New York’s New Year’s Eve reinforced the positive image of the country.
“Brazil creates a positive memory with its musicality. What specifically made people around the world talk about Brazil this year? It was the high level of our artists. We had a national artist in Times Square – and that raises perception.”
Brazil’s participation in groups like the G-20 (of the world’s 20 largest economies) and blocs like the BRICS (which also includes Russia, India, China and South Africa) also assists the country’s international perception, Chaves says.
Source: Estadão
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