2026 Brand Brazil Reputation Survey Reveals Internal-External Perception Gap and Institutional Challenges

The 2026 Brand Brazil reputation survey, conducted by the consulting firm OnStrategy and involving 470,600 interviews across 27 countries between October 2025 and March 2026, has revealed significant contrasts in Brazil's international and domestic image. The survey shows that Brazil's overall reputation score is 6.9, with a noticeable difference between internal perception (6.94) and external perception (6.34).

The survey highlighted a striking 'Paradox of Admiration' where the world holds Brazil in higher regard than Brazilian citizens themselves, particularly applauding sectors like Tourism and Agribusiness. Tourism scored 7.13 externally and Agribusiness 7.5, signifying strong external appreciation. However, challenges remain in sectors such as Energy and Technology, which scored a modest 5.82. Further, the country's lifestyle and security ratings are concerningly low at 4.4, spotlighting domestic issues that affect Brazil's image.

Institutional instability emerged as the main obstacle overshadowing the country's productive capabilities. While Brazil is recognized for high notoriety and quality attributes, scoring 10 and 7.8 respectively, both internal and external scores for the political, economic, and social environment are low (5.5 internally and 5.2 externally). Government and leadership ratings hovered just above 5 for both Brazilian and foreign respondents.

Among states, Rio de Janeiro leads with the highest reputation score of 8.2, followed by São Paulo at 8.0. The Amazon region is notable for receiving better external (7.03) than internal (6.47) evaluations, largely due to its internationally valued natural beauty and culture. The northern region, including Amapá, holds the lowest reputations with a score of 5.1.

Experts involved in the survey suggest Brazil's core problem lies not in substantive quality but in crafting an effective and consistent institutional narrative that transcends political cycles. Improving communication about Brazil's strengths is crucial for enhancing its national and international reputation.

CNN Brasil has extensively covered these findings through a special four-episode series, culminating in a live discussion on May 17, 2026, focusing on the impacts across economy, politics, agribusiness, and public safety sectors.

In summary, while Brazil is admired externally for its productive sectors and natural attributes, domestic and international confidence in its political institutions remains fragile, underscoring the need for stronger national narratives and communication strategies to boost the country's overall image.