Brazil Country Performance, Nation Brand Strength and Reputation

Brazil: is it a good moment to invest in Brazil? How easy is it to do business there? Is Brazil a good destination to visit? Is it a “green” country? Answers to those and related questions in our summary of international indices, studies and rankings on Brazil’s country performance, nation brand strength and reputation.

Let’s take a closer look at:

• Investing in Brazil
• Travel & tourism
• International openness and global presence
• Health care and contribution to environment

With thanks to our friends and knowledge partners Bloom Consulting and Brand Finance for supporting our country profiles by contributing latest research insights and benchmarking data.

Doing business in Brazil

In terms of national competitiveness regarding productivity, The Global Competitiveness Report ranks Brazil 80^th out of 137 countries – a poor performance compared to other countries in the region.

The Ease of Doing Business study ranks Brazil 109^th. Despite this rather poor position, Brazil is experiencing improvements in some areas, such as Starting a Business (+15), Getting Credit (+5) and Trading Across Borders (+6.85). However, the country’s performance deteriorated in the category of Registering Property and other areas, such as Paying Taxes and Protecting Minority Investors.

In The Travel & Tourism Competitiveness Report, Brazil is ranked 27^th, one position up compared to the study’s last edition. The country ranks very low in the areas of Business Environment, Human Resources & Labor Market, but has a good performance in Health and Hygiene.

Transparency and governance

Transparency International, in its 2017 Corruption Perceptions Index, puts Brazil 96^th – a score which is below that of previous reports.

The Democracy Index by The Economist places Brazil among the “Flawed” Democracies, showing a deterioration in the last few years, despite a general increase during the last decade. Brazil is placed in the 49^th position of the index, with a good performance in Electoral Process and Pluralism, and Civil Liberties. Its performance is weaker in areas such as Functioning of Government, Political Culture and Political Participation, according to this study.

Talent in Brazil

The 2018 Global Talent Competitiveness Index ranks Brazil 73^rd worldwide and 9^th in Latin and Central America, and the Caribbean. The only area in which Brazil is a top performer in this ranking is Talent Growth, with good performance also in Enabling Talent, Retaining Talent and VT Skills.

Soft Power: Brazil’s global presence

As per the 2017 Global Presence Index, developed by Elcano Institute in Spain, Brazil is the 19^th country in the world with most presence. It is a top performer in economic and military areas, but has also a strong presence in “soft” areas, such as tourism and sports, for which it is ranked 10^th in the world. Brazil is also strong with regards to military equipment – ranking 12^th. In the economic area, Brazil ranks 7^th for primary goods.

The 2020 edition of the Global Soft Power Index ranks Brazil 29^th, leading the way for Latin America. Brazil secures an impressive 13^th position in familiarity. With responses from over 55.000 individuals from more than 60 countries and territories, Brand Finance‘s survey determines who perceives Brazil as a great place to visit, results being Southern Africa, United States, Mexico, Portugal, and Japan respectively. Brazil’s current political situation and crisis management will be telling for its next years’ ranking in terms of soft power.

Brazil in the web

Brazil is ranked 14^th in the Digital Country Index, dropping one position compared to the study’s previous edition. The country is a top performer for online searches related to Sports (11^th) and Investment (12^th).

Environmental responsibility

According to the Environmental Performance Index, Brazil is ranked 69^th, which means an increase since the last report. The country scores very well in some areas (Fisheries 6^th, Agriculture 16^th), but in other areas lags behind, such as Ecosystem Vitality (68^th), Water and Sanitation (102^nd), Climate and Energy (157^th) and Air Pollution (129^th).

Life quality in Brazil

The Better Life Index by the OECD shows that Brazil ranks well in the areas of Life Satisfaction, Health and Work-Life Balance. On the other side, it ranks very low for Safety (with a score of 0.1/10), Education, Income and Housing.

Brazil is ranked 28^th in the 2018 World Happiness Report, which stresses the country’s appeal as one of the top destinations for immigrants from other Latin American countries.

According to the Happy Planet Index, Brazil is the 23^rd best-performing country (out of 140). It is ranked 67^th for Life Expectancy, 23^rd for Wellbeing, 81^st for Ecological Footprint; and 73^rd for Inequality. Despite the overall good performance, the study shows some weaknesses and deficiencies in crucial areas.

Brazil’s contribution to global wellbeing

As per the Good Country Index, Brazil’s performance is very low, especially if we compare it to its global presence. The ranking places Brazil in the 80^th position, out of 159 countries. It has a low performance in most of the areas covered by the Index: Science & Technology (109^th); Culture (119^th); International Peace & Security (61^st); World Order (50^th); Planet & Climate (53^rd); Prosperity & Equality (162^nd); and Health & Wellbeing (40^th).

Last updated January 2019.

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