|Author(s): Nelsom Marangoni, Cristiane Coradi
Collection: Latin America 2014 - Accelerating Growth
Keywords: Brand Research, Economic Trends
ESOMAR Best Paper Award 2013/2014
|PDF version (download)|
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When Brazil was chosen as the location for the 2014 World Cup, everyone cheered. Brazil was successful and a country of the future. The event would be important not only for the economy, but an opportunity for companies and their brands to showcase themselves. Now, less than one year before the event, there have seen a series of situations which have not only saddened and disappointed the Brazilian people, but have also weakened global confidence in the country’s ability to host such a large scale global event. What will happen with the sponsors and will they be affected by this pessimism? How do we communicate the brands in this scenario and how can we ensure things change to get the world ready for a Brazilian World Cup?