Brazil Is Not (Perceived as) a Serious Country: Exposing Gaps between the External Images and the International Ambitions of the Nation

Abstract

This paper analyses international perceptions about Brazil and shows that there is a gap between the images of the nation to the rest of the world and the country’s historic aspirations to be a relevant player in global affairs. By discussing these perceptions, this article brings the study of nation branding closer to the debate of international relations constructivist theories, arguing that images do matter. It analyses secondary data about Brazil from ten different brand surveys, then discusses what it means to be a “serious country” and how that is related to foreign perceptions about the nation. The idea of Brazil as one the "coolest" nations in the world could be considered positive in terms of nation branding, but it may be in contrast with the historic foreign policy agenda of an ambitious nation that tries to project itself as an emerging power in international politics. Being “cool” is often associated with being a nation of parties and fun, which reinforces the frequent description that Brazil “is not a serious country”.