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Brazil: Rich Cultural Scene and Beautiful Nature Against Government's Handling of Pandemic

Eduardo Chaves
25 February 2021

Despite ranking 12th among the largest economies in the world and being a G20 member, Brazil dropped in overall Index score by 1.3-points year-on-year to 35th overall. This dip can be attributed to lower scores for Culture & Heritage and Governance – down 0.2 and 0.1-points, respectively.

Eduardo Chaves, Managing Director, Brazil
Eduardo Chaves, Managing Director, Brazil

While Brazil saw a slight dip in its Culture & Heritagescore, the nation still ranked 8th overall for this metric, excelling in several variables such as art and entertainment, food, cultural tradition, lifestyle, and sports. Colonisation led to a national melting pot of cultures – mainly Portuguese and African – but also French, Dutch, and Spanish, later followed by mass immigration of Italians, Germans, Turks, and Japanese, which mixed with the culture of Brazilian natives, culminated in a rich and diverse culture in the arts, music, entertainment, food, lifestyle and sports.

Moreover, Brazilian artists hold their own on the international stage, from Tom Jobim’s MPB to Anitta’s 2021 New Year's Eve show in Times Square. Our cuisine is internationally awarded – from traditional Brazilian bean and pork food "feijoada" to Alex Atala’s D.O.M. restaurant with 2 Michelin stars, and Brazil has been awarded prizes in international competitions such as the Olympics across several sports, including football and judo.

Unfortunately, an improvement of 0.7-points across the board for Business & Trade, International Relations, and Media & Communication, wasn’t enough to raise Brazil's overall ranking in the Index.

While Brazil is a country rich in natural beauty, with the potential to greatly improve its position in the ranking, there are various factors holding Brazil back, namely the chaotic way it dealt with the pandemic – from confusing statements by government officials, to problematic public health control activities – little investment in international promotion and communication actions, a lack of representation in global brand rankings, as well as the need for technological innovation and products with higher market value.

Rio de Janeiro, Brazil

Despite the nation’s drop in the overall Index score, Brazil maintained perceptions of Influence and Reputation, scoring 22nd – up 0.2-points to 4.2 out of 10 – and 27th, up from 32nd with a 0.1-point increase to 6.1 out of 10, for these metrics respectively.

With a strong presence among several economic blocs – including Mercosur, the Community of Portuguese Speaking Countries (CPLP) and BRICS (Brazil-Russia-India- China-South Africa Group) – in addition to important international organisations, such as the United Nations – Brazil maintains global Influence and Reputation.

With beautiful beaches, mountains, and rivers – as well as a year-round warm climate – Brazil has a lifestyle envied by other nations and celebrated by tourists.

About the Author

Eduardo Chaves
Managing Director

Eduardo Chaves is a Managing Director of Brand Finance Brazil. Since 2004, he worked as a consultant and marketing researcher spanning several sectors: banking, education, financial services, FCMG, aeroplanes and defence, and commercial services across Brazil and Latin America. After gaining substantial experience, Eduardo started his own consulting company.

Integrating market research, brand consulting, and marketing innovation, his professional framework is a powerful tool of value generation. Eduardo has vast experience in both theory and practice. He has published several articles and books in the field of microeconomics, marketing, brand evaluation, brand equity, semiotics, nation branding, return on assets, evaluation of intangible assets, etc. Eduardo holds a  PhD in Business from the São Paulo University - USP, and a post-doctorate degree in Marketing from Getúlio Vargas Foundation - FGV. He teaches marketing and branding as part of graduate and undergraduate programmes in various educational institutions in Brazil.

Having worked with companies such as Santander, AB InBev, Siemens, Coca-Cola, Vale, Brasfrigo, Suzano, Passaredo, SPC Boa Vista, Banco do Brasil, Limger and LocaAmerica, Eduardo understands customer needs and delivers results that create value. Among the services he currently offers at Brand Finance are: marketing research (qualitative and quantitative), branded business valuation, brand contribution analysis, brand valuation, evaluation of intangible assets, brand audits, score tracking brand analysis, return on marketing investment (ROMI), brand transition, brand governance, brand architecture and portfolio management, brand positioning, M&A financing and due diligence, franchising and licensing, tax and transfer pricing, expert witness reports and evidence, marketing innovation process, as well as ad hoc projects and proprietary methodologies.


Eduardo Chaves é Diretor Geral da Brand Finance no Brasil. Desde 2004 atua como consultor e pesquisador em marcas e marketing em diversos segmentos: bancos, educação, serviços financeiros, alimentos, transporte aéreo, serviços em geral, mineração, indústrias em geral, sendo bem ampla sua atuação no Brasil e na Amarica Latina. Foi consultor em marcas e marketing em duas empresas de consultoria representativas no Brasil, posteriormente abrindo sua própria empresa de consultoria. Integrar pesquisa de mercado, consultoria em marketing e marcas, e inovação em marketing é um processo poderoso de geração de valor que norteia as ações desse professional. 

Eduardo tem uma vasta experiência teórica e prática. Já publicou diversos artigos e livros na área de microeconomia, marketing, marcas, avaliação de marcas, brand equity, semiótica, sensações da marca, marca-país, avaliação financeira de marcas e empresas, retorno de ativos, avaliação de ativos intangíveis, etc. Toda sua formação acadêmica é voltada para avaliação de empresas e marcas; graduação, mestrado e doutorado (PhD) em negócios pela Universidade de São Paulo – USP e pós-doutorado em marketing na Fundação Getúlio Vargas – FGV. Ministra aulas de marketing e branding em programas de pós-graduação e graduação em diversas instituições de ensino de negócios no Brasil.

Trabalhou com empresas como Santander, AB InBev, Siemens, Coca-Cola, Vale, Brasfrigo, Suzano, Passaredo, SPC Boa Vista, Banco do Brasil, Limger, LocaAmerica, Let´s, e outras, Eduardo  compreende a necessidade do cliente e entrega resultados que realmente geram valor. Dentre as atividades que hoje desempenha na Brand Finance estão: pesquisas de marketing (quali e quanti), avaliação de negócios de marca, análise de contribuição da marca, valoração de marcas, avaliação de ativos intangíveis, auditorias de marca, pesquisa de mercado e análises associadas, inteligência de mercado, rastreamento de pontuação da marca, análise do retorno do investimento em marketing, consultoria de transição de marca, consultoria sobre governança de marca, arquitetura de marca e gerenciamento de portfólio, consultoria de posicionamento e extensão de marca, fusões e aquisições, financiamento e due diligence, assessoria em franchising e licenciamento, análise de preços de transferência e de taxas, relatórios e evidências de testemunhas especializadas, processo de inovação em marketing, além de projetos ad hoc e metodologias proprietárias.

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