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BRAND PARTNERSHIPS HAVE BEEN USED TO HELP
PROMOTE AND POSITION A COUNTRY
E.G.BRAND BRAZIL AND SELFRIDGES
In May 2004, Selfridges ran a month-long
promotion “Brazil 40º”:
� The “celebration of the icons, the passions and the rhythms
of a culture on the move,” as Selfridges itself quoted
The centerpiece to Brazil 40° was a giant
replica of Rio de Janeiro’s "Christ the
Redeemer" which stood 13 metres high on the
front of Selfridges Oxford Street store.
From the windows in, a “touristy Brazil”
and a “Brazil of business” was presented
and experienced. (Source: www.apexbrasil.asia/)
Brazil was identified as one of the most
influential forces in fashion, design and
performance and selected because of its
"creative centre bursting with fertile new
ideas and a spirit of experimentation."
(Source http://www.brandrepublic.com/)