Brand Attributes

The ER project applies techniques from commercial branding with a creative approach to the economic, social, political and cultural development of Rio de Janeiro. We are essentially interested in the way Rio’s economic potential is perceived at home and abroad. Going deep into its identity and vision while projecting its future.

The process

Our team spent four months researching, interviewing and brainstorming with major stakeholders and influencers from all over Rio de Janeiro State. From government officials to undergraduate students. From entrepreneurs to CEOs of major corporations headquartered in Rio. Our primary goal was to outline an overall impression of the place from different perspectives.

Through a series of workshops and exercises, we begin to map the identity of the place, how key players in the economy perceive the place in its ability to attract and retain global investment and talent.

Through an external audit, we then begin to assess the brand attributes for Rio’s economic development and business atmosphere? What do others think of when they hear the name of the place? Do they recognize it at all? Is there an image-identity gap? What meaning does that have for the branding of the place?

The next step is the toughest challenge of all. Based on the information we gathered, we begin to develop a brand strategy that sets out the positioning, brand platform, identity, communications and media platform.

Brand Attributes

Following the strategy report process, we defined a group of ‘Brand Attributes’ that would be presented throughout the publication. Also known as core values, these attributes represent the essence of the brand we want to convey. Brand attributes are a set of characteristics that identify the physical, character and personality traits of the brand. In our case, these attributes refer to Rio de Janeiro`s thriving, healthy and diverse economy.

  • Olympic Rio
  • Competitiveness
  • Global Projection
  • Horizon 2030
  • Livability
  • Innovation
  • Imagination
  • Mobility
  • Knowledge
  • Creativity
  • Corporate Responsibility
  • Synergy
  • Energy
  • Market Outlook
  • Productivity
  • Expat Life
  • Foreign Trade
  • Inside de News