"Places are judged by what they do, not what they say about themselves. There is absolutely no correlation, and never has been, between a country's image and the amount it spends on marketing, PR or 'branding".

"Place branding is about strategies that aim to build brand equity for places by boosting awareness and enhancing positive image associations".

"In tourism, brand management is not limited to the external perception of our destinations, but involves presenting our identity and contributions to the world. That is why Brand Brazil is based on authenticity, the diversity of its people, nature and sustainability."