Gastronomy and the sports mega-events in the construction of the “Brasil” brand: proximities between world cup, tourism and public relations
DOI:
https://doi.org/10.11606/issn.2238-2593.organicom.2011.139113Keywords:
Mega-Events.• Gastronomy. World Cup. “Brasil” Brand. Public Relations.Abstract
This article analyzes the role of gastronomy as an element of symbolic representation of Brazil, from the concept of the “Brasil” brand”. Based on the concept of corporate image and of brand identity one develops a reflection on how national dishes can contribute to the strengthening of the Brazilian image abroad. We discuss the role of gastronomy as a system of culture and, consequently, how public relations can generate the production of symbolic texts that help make up the organizational image of Brazil in the media, from mega-events such as the Soccer World Cup and the Olympic Games.
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