“Places are judged by what they do, not what they say about themselves. There is absolutely no correlation, and never has been, between a country’s image and the amount it spends on marketing, PR or ‘branding”.

“Place branding is about strategies that aim to build brand equity for places by boosting awareness and enhancing positive image associations".

"En turismo, la gestión de la marca no se limita a la percepción externa de nuestros destinos, sino que implica presentar nuestra identidad y contribuciones al mundo. Por eso, la Marca Brasil se basa en la autenticidad, la diversidad de su gente, la naturaleza y la sostenibilidad".