Comparison between sectoral brands and country brands: challenges for the Brazilian market

This article sought to understand how sectoral brands can be compared to country brands. Field research was exploratory qualitative, using secondary data and in-depth interviews. It was verified that the development of sectoral brands is convenient not only when the image of the country does not favour the activity of the sector, but also for any sector of the Brazilian economy that aims to leverage its exports. It was also possible to...