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? Let’s explore how Brazil positions itself on the world stage in more detail, drawing insights from data provided by TPBO partners and other esteemed institutions.

Let’s take a closer look at:

  • Brazil’s soft power and brand strength
  • Its appeal to skilled labor, investors and visitors
  • The country’s global contribution to peace and wellbeing
  • How well it fares in terms of happiness and sustainability

Brazil’s soft power and brand strength

How does Brazil compare in terms of reputation and brand value globally? 

In the Global Soft Power Index 2023 by Brand Finance, Brazil secures the 31st  spot, slightly trailing Ireland (29th) and Portugal (30th). Brazil experienced a drop of three positions from 2022, although its score increased by 2.8%. 

In the U.S. News Best Countries 2023 ranking, Brazil secures the 28th  position,  behind Qatar (26th) and Greece (27th). Notably, Brazil  excels in three key areas: adventure (1st) which analyzes the level of  friendliness,  funness, good for tourism, scenic beauty, pleasant climate, and overall sexiness; movers (9th) assessing differentiating factors, distinctiveness, dynamism, and uniqueness; and cultural influence (11th) which analyzes  trendiness, modernity, and strength of consumer brands However, Brazil dropped one position from 2022, with lowest scores in open for business factors and quality of life

The Anholt-Ipsos Nation Brand Index (NBI) calculates its ranking based on averaging the scores of six different factors: exports, governance, tourism, culture, people and immigration, and tourism. According to the NBI 2023 ranking  Brazil secures the 27th position, placing the same as in 2022.

Brazil’s appeal to digital nomads, business, trade and travel 

What is the global perception of Brazil as a destination for living, conducting business, and tourism?

The Expat Insider 2023 ranks Brazil in 15th  position out of 53 countries, below Indonesia (13th) and Vietnam (14th). Brazil ranks highest in the Local Friendliness and Ease of Settling in metrics where it secured the 2nd position in both.

As per the UNCTAD World Investment Report 2023, Brazil secures the 5th position for FDI inflows in 2022, trailing behind Singapore (3rd) and Hong Kong (4th). This marks an increase of one position compared to its 2021 ranking. This success can be attributed to flows rising by two thirds, the second highest value ever recorded. In terms of FDI outflows, Brazil ranks 14th in 2022, an increase of seven positions from its 21st position in 2021, while the levels of FDI increased by USD 5 billion.

The Bloom Consulting biannual Country Brand Ranking Trade Edition 2022-2023 assesses investment-related variables, emphasizing perceptions of a country’s trade-specific brand and evaluating branding performance. Regionally, Brazil placed 2nd behind the United States and above Canada (3rd and Mexico (4th). Globally Brazil secured the 6th position, a drop of one position since the previous year. 

In addition, the Bloom Consulting Country Brand Ranking Tourism Edition 2022-2023 places Brazil at the 38th global position. Regionally, Brazil now holds the 5th position, experiencing a drop of one position, falling behind Canada (3rd) and Costa Rica  (4th).

In the IMD 2023 World Competitiveness Ranking, Brazil secured the 60th position, showing a slight shift from its 59th ranking in 2022 and 57th in 2021. Currently, it sits just behind Colombia (58th) and Botswana (59th) while surpassing South Africa (61st) and Mongolia (62nd).

In terms of specific characteristics, Brazil’s economic performance increased by  seven positions to the 41st spot in 2023. It holds the 62nd position for government efficiency, experiencing a drop of one position compared to 2022. Lastly, Brazil drops four positions to the 61st  position for business efficiency, and holds the 55th spot for infrastructure, an increase of two positions since 2022.

Talent in Brazil

What are the conditions for talent attraction and retention in Brazil?

The World Economic Forum Global Competitiveness Index 2019 edition placed Brazil at the 71st position among 141 countries. However, it’s important to note that an updated version of this report hasn’t been released in the past 5 years, and rankings may have shifted since then.

Brazil, classified as a upper-middle income country within the Latin American and Caribbean regional group, currently holds the 69th position in the Global Talent Competitiveness Index 2023. The country ranks highest in the Grow pillar (60th) and struggles most with the VT Skills pillar (74th).

Peace and happiness in Brazil

Is Brazil a happy and safe place to invest time and money in?

The Global Peace Index 2023 ranks Brazil  132nd, remaining consistent from last years’ index. Brazil sits behind Haiti (129th), South Africa (130th) and the United States of America (131st). Brazil falls under the low sector of the ‘State of Peace’ spectrum as defined by the Institute for Economics & Peace. Brazil positioned 9th out of 11 countries regionally amongst the fellow South American countries, led by Uruguay  and Argentina.

The Institute for Economics & Peace similarly ranks Brazil  within the medium impact (yellow) zone in terms of ‘Impact of Terrorism’ in the 2022 Global Terrorism Index. Brazil ranks 85th, sitting in between Romania (84th) and Lithuania (86th).

Meanwhile, the World Happiness Report 2023 which displays the Ranking of Happiness based on a three-year-average 2020–2022 ranks Brazil 49th.

Environmental responsibility

How well does Brazil perform in terms of environmental sustainability?

The 2022 edition of the Environmental Performance Index (EPI) ranks Brazil 81st, tying with Afghanistan and Jordan. The EPI analyzes the performance of 180 countries, scoring and ranking these countries on their environmental performance using the most recent year of data available as well as providing calculable changes in scores over the previous decade. Brazil has experienced a change in score of positive 5.40.

Brazil’s contribution to global wellbeing

In the Caf World Giving Index 2023, Brazil secured the 89th position, a drastic drop of 71 positions compared to last year’s ranking. Brazil performs best in the subfactor of helping a stranger, where 64% of its adult population helped a stranger this past year.

In the Good Country Index, Brazil currently holds the 62nd position overall, with notable subfactors as follows: Science & Technology (86th), Culture (119th), International Peace & Security (112th), World Order (30th), Planet & Climate (41st), Prosperity & Equality (69th), and Health & Wellbeing (70th). It’s worth mentioning that in 2022, Brazil was ranked 55th, and in 2021, it held the 72nd  position. While the country has experienced a seven point drop since the 2022 ranking, there has been a significant increase in the World Order factor.

According to the Economist Intelligence Unit (EIU) Democracy Index 2023, Brazil ranked in the light blue zone (6-7 range) with a 6.78 out of 10. This is higher than Colombia who scored a 6.72 and Indonesia 6.71 but lower than Argentina and India who scored 6.85 and 7.04.

The 2022 Corruption Perception Index, ranks Brazil 94th with a score of 38/100, tying with Argentina, Ethiopia, Tanzania and Morocco. Brazil’s score has not changed in 2020.

The Sustainable Development Report 2023 ranks Brazil in 50th position, it highlights that Brazil experiences some significant challenges that are still to be overcome. However, the no poverty factor is on the right track and affordable and clean energy has reached SDG achievement and continues to be on track.

Last updated in October 2023. More country profiles here.

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