Um ensaio teórico sobre marca-país e sua gestão

Maria Gabriela Montanari, Janaina de Moura Engracia Giraldi

Resumo


Este artigo apresenta um ensaio teórico visando esclarecer o conceito de marca-país, diferenciando-o de imagem de país e efeito país de origem, e também detalhar sua gestão, explorando sua complexidade e suas diferenças em relação à gestão de marcas de produtos e serviços. Fundamentado na literatura, verificou-se que a marca-país deriva de um processo gerencial, o country branding (gestão de marca-país), que objetiva diferenciar a nação e suas ofertas no mercado internacional com base em sua cultura.  Esse processo engloba desde a criação da marca-país até sua comunicação para os diversos públicos alvo, é mais complexo do que para produtos e serviços, e deve considerar os elementos de identidade, posicionamento e imagem de país. A imagem de país muitas vezes é o foco das ações de branding, pois consiste nas associações sobre o país que os consumidores internacionais sustentam em sua memória e é avaliada como uma ferramenta fundamental que pode aumentar o poder da marca-país. Assim, foi possível contribuir tanto para a teoria de marca-país e sua gestão, quanto para os governos, fornecendo informações relevantes que auxiliam na delimitação de ações estratégicas em relação à marca-país e a sua imagem. 


Palavras-chave


Marca-país; Country Branding; Imagem de país.

Texto completo:

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DOI: http://dx.doi.org/10.18568/1980-4865.13214-29

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