The Infona portal uses cookies, i.e. strings of text saved by a browser on the user's device. The portal can access those files and use them to remember the user's data, such as their chosen settings (screen view, interface language, etc.), or their login data. By using the Infona portal the user accepts automatic saving and using this information for portal operation purposes. More information on the subject can be found in the Privacy Policy and Terms of Service. By closing this window the user confirms that they have read the information on cookie usage, and they accept the privacy policy and the way cookies are used by the portal. You can change the cookie settings in your browser.
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...