In a globalised world, nation-branding can be a crucial factor in influencing decisions about where to invest, live, study or work. A brand conveys the identity of a country and can transform the way it is seen by the international community. But how is such a brand created? How resilient is it likely to be? Does every country have one? And what is Brazil’s brand?

The opening panel discussion on nation-branding will focus on these issues and present case studies of countries that have been successful in consolidating strong brands and bringing about positive changes in perceptions.

The second panel discussion will focus on perceptions of Brazil in the British media. Journalists from well-known organisations and publications will be exchanging views on Brazil’s image, based on their own experiences of covering the country. What are the major elements of Brazil’s image today, how has that image been changing, and how might perceptions of the country evolve in the near future? Is Brazil accurately portrayed in the British media – and if not, what misperceptions have been created?

Programme

9.00am Registration

9.15am Opening remarks - HE Eduardo dos Santos, Ambassador of Brazil to the UK

9.20am Panel I - Nation-branding concepts and case studies of countries - Mr Christopher Nurko, Global Chairman, FutureBrand

10.15am Coffee break

10.30am Panel II - Media perceptions of Brazil, followed by Q&A

Discussants:

Mr Wyre Davies, BBC Correspondent

Mr Jonathan Wheatley, Financial Times

Mr Silio Boccanera, Globo News Correspondent

Mr Brooke Unger, The Economist

Mr Alexandre Pinheiro, CDN International

Moderator - Mrs Maria Luiza Abbott, AJA Media Solutions

12.00pm Close

Nation-branding and media perceptions of Brazil