Kampania promocyjna w kreowaniu marki kraju na przykładzie Brazylii
Promotional campaign in the creation of nation brand. Case study of Brazil

Summary/Abstract: The article introduces the concept of nation branding (according to W. Olins model) together with the use of Integrated Marketing Communication tools in building a positive country image. The article shows the results of the research on influence of promotional campaign in the creation of nation brand (case study of Brazil and “The World meets in Brazil. Come celebrate life” campaign). The research was based on experiment which was verifying the influence of using the incentive on respondents.

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