Meet the IPM: Interview with Fabiana Gondim Mariutti

Fabiana Gondim Mariutti
Fabiana Gondim Mariutti

Fabiana is an associate member of the IPM. Her career started in business communication twenty-two years ago. She is third generation from a family of mixed-European immigrants, (Italian, Portuguese, Dutch) who settled in Brazil around 1880. This diverse ancestry made her pay attention to countries’ distinctiveness since her childhood. As a Brazilian living in the United States of America in 1990, she realized that each country is known through particular images, associations and stereotypes. After working in corporate environments until 2009 (strategy, marketing communications, branding, public relations), she embraced the challenge of becoming a researcher in 2010 and completed a Master’s degree in business on the topic of ‘country brands’. This year, Fabiana is finalizing her PhD in Business in the UK. Continue reading “Meet the IPM: Interview with Fabiana Gondim Mariutti”

Meet the IPM: Interview with Marta Hereźniak

Marta HereźniakMarta Hereźniak is associate member of the Institute of Place Management and Adjunct Professor at the University of Lodz, Poland. She is the author of the first in Poland doctoral dissertation and the first book about nation branding, expert of Polish Chamber of Commerce and the Institute of Polish Brand. She is a consultant in brand-related projects for companies, public institutions (Ministry of Foreign Affairs, Ministry of Regional Development etc.) and local governments and a member of Brand for Poland project. She is a leading consultant in the project on Kazakhstan country brand and Co-author of European Funds Brand strategy in Poland. Her research interests include place brand identity development; measurement of place branding effectiveness, stakeholder engagement in place branding, place of origin branding. Continue reading “Meet the IPM: Interview with Marta Hereźniak”

Meet the IPM: Interview with Caio Esteves

caio estevesCaio Esteves, a fellow of the Institute of Place Management, is an architect by training and a specialist in branding. He began his career as a brand manager in the furniture industry, where he stayed for four years before establishing his own agency in 2006. In 2015 he founded the first company that specializes in Place Branding in Brazil, Places for us, the company that currently runs the first Brazilian start-up certified with the social impact seal BCORP (pending). Beside the practice of Place Branding, he divides his activities between lectures and lessons about Branding/Place Branding, coordinating the first MBA place branding in the country as well as writing a book on the subject, which launched this month. Continue reading “Meet the IPM: Interview with Caio Esteves”

Evolution of country brand research: Studies on Brazil’s brand image

Brasil 1

by Fabiana Gondim Mariutti*

The image of a country can be perceived internationally by means of a plethora of dimensions: associations, impressions, beliefs, representations, schemes, feelings, interactions, experiences, inter alia. Dimensions of a country brand are undoubtedly multifaceted – social, cultural, economic, political, environmental, behavioural – as several participants are involved internally and externally. Additionally, the main five complexities of the country brand are the following: stakeholder-related issues; government involvement; interdisciplinary and multidisciplinary opportunities, and potential nation brand models. Furthermore, the temporal dimension plays an intrinsic role. In view of this complex scenario, research in regards to country brand image can be undertaken by two approaches – academically or by consultancy indexes. Evidently, academic research focuses on theoretical and methodological advances, creating new conceptual frameworks and appropriate philosophies. The country brand indexes developed by specialized consultancies are often based on global real-data available from worldwide institutions. Continue reading “Evolution of country brand research: Studies on Brazil’s brand image”