CACTUS CACTUS J Tour Bus Manag Econ CACTUS – Journal of Tourism Business, Management and Economics 2247-3297 ASE Publishing House Bucharest, Romania cactus-2016-12 Research Article M39, O5, Z29 Impact of Nation Branding Campaigns on Country Image: Germany vs. Brazil Andrei Anca-Georgiana anca.georgiana.andrei@gmail.com Bucharest University of Economic Studies, Romania 15 12 2016 14 2 15122016 Copyright © 2016, The Author(s) 2016 The Author(s) This is an open-access article distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (CC BY-NC 4.0). https://creativecommons.org/licenses/by-nc/4.0/

The purpose of this paper is to show how a successful nation brand campaign can influence the image of a country and to highlight its positive impact on different areas such as tourism or foreign investments. Two nation branding campaigns, implemented one in Germany and one in Brazil, during FIFA World Cup, 2006 and 2014, were examined in comparison in order to write out the necessary conclusions which support the hypothesis above. The study also proposes to demonstrate that Blue Ocean Strategy was used with success in Germany’s nation branding campaign.

 Keywords nation branding country image blue ocean strategy nation brand index globalization competitive advantage

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