Beer, Weißwurst (sausages) and Michael Schumacher – among most Brazilians, this is what comes to mind when thinking about Germany. Not stopping at these clichés, but enriching the image of Germany to other facets is the goal of the organizers of this special exchange year.
The official start of the festivities was on May 13th 2013 with a concert by Brazilian and German musicians.
Two nations located far apart – but this doesn’t mean a close long-distance relationship cannot actually work well. In fact, the overall theme “Where ideas connect” aims to deepen and strengthen the existing ties. Germany will act as a country with many ideas and as a creative partner for Brazil as multiple events will take place regarding politics, economy, culture, education, science, sustainable development and sports. These events will shape the future of ideas and collaborations.
The German culture will get visible among multiple cities with several exhibitions such as “500 years of German art” and the “Bauhaus exhibition”. Even small towns will get their portion of German culture with roadshows coming to promote theatre, cinema and literature.
Everything in Brazil is in the sign of Germany right now, even the world-famous Christ the Redeemer Monument in Rio de Janeiro was illuminated in Germany’s national colors of black, red and gold to point towards this awaited event.
Plus, the Samba school “Unidos da Tijuca” chose “Enchanted Germany” as their carnival theme for 2013 – sounds like this huge event has already come to fruition.
Adidas, Nivea & Volkswagen – these are further attributes Brazilians associate with Germany. To find out, which German brands are the most popular and what typical German characteristics Brazilians associate with it, globeone has surveyed the image of German brands in Brazil in its BRIC Branding Survey. The result: due to the good reputation of Germany in Brazil, German brands have the opportunity to benefit from the associations with their country-of-origin.
For the higher-income classes, German brands are perceived substantially more positively on traditional values like reliability, durability, quality and performance. This is also what the middle class thinks, although Japanese brands are their favorite for embodying the attribute of quality and innovation.
However, despite the popularity of German brands in Brazil, the potential of “Made in Germany” is far away from exhausted, as the BRIC Branding Survey – Brazil Edition illustrates.
For further information about the German Year in Brazil visit the following website: