Abstract Purpose The purpose of this paper is two-fold: to expand the understanding of brand equity for places (e.g. countries, regions or cities) and propose two frameworks to increase its value. Design/methodology/approach By interviewing international participants, this study was exploratory and interpretative; thematic analysis was performed for a broader understanding about place brand equity. Findings The Roadmap of Brand Equity is provided by proposing three “pathways” founded on core value drivers as “road signs” (potential influences or main variables of the value of a place brand), which are required to be strategically monitored and aligned to place branding activities to enhance the value of a city, region or country. Value drivers of place brand equity and the roadmap of place brand equity are proposed through the figures. Research limitations/implications A natural progression of this study is the investigation of place brand equity by applying statistical procedures for measuring places. Due to specific locations’ (often) unfavorable and threatening reputations worldwide, the key value-drivers (government initiatives, stakeholders' perceptions, residents’ engagement, news media, social media and real data indexes) are noted as influential partakers – either separated or combined – when analyzing their brand equity. Practical implications Both proposed archetypes suggest applications for several co-creators involved in public or private places, which can be beneficial for both emerging and non-emerging countries, regions or cities. Furthermore, both may be applied to the analysis of other places (e.g. universities, schools, museums, public squares, airports, hospitals, etc.). Social implications This study may inspire planning and actions for public policies, including private partnerships, government initiatives and practical endeavors. Originality/value This is one of the first studies to perform an analysis of brand equity of places under a qualitative approach and to propose strategical frameworks for both research and practice.

ABSTRACT Country brand equity (CBE) is expanding in theory and in practice; however, little has been published on its conceptualization. By incorporating ‘reputation’ into the place brand equity construct at a country level, we provide a theoretical multidimensional framework for CBE. Seventeen interviews with international researchers were undertaken for theory building. A seven-dimensional CBE framework was developed according to the interpretations of two constructs - country brand reputation (‘share of experience’) and country brand image (‘share of mind’) - along with country brand associations, country brand awareness, country brand loyalty, country brand perceived quality, and channel relationships. We conclude by outlining potential further research avenues and implications for managerial practice. These contributions may guide policymakers, government officials, executives, and scholars in maximizing the value of a place brand (e.g., country, region, or city) by focusing on ‘reputation’ as an added (qualitative and/or quantitative) construct. This study may also inspire insights into joint efforts of public and private strategies and actions on economic performance, consumer welfare, and business decisions for national prosperity.

Culturalmente, um país é reconhecido internacionalmente, representando um aspecto significativo da gestão de marca do país e da gestão de marca do destino. Por isso, o objetivo desse artigo é explorar ‘cultura’ e suas associações para o Brasil como uma dimensão da marca do país, que é a unidade de análise para esse estudo interpretativo na Inglaterra. Assim, após o grupo focal e análises temáticas, explorando e interpretando os achados, o Brasil foi percebido como possuindo uma ‘cultura diversa e positiva’. O achado mais surpreendente refere-se à notoriedade dos participantes da diversidade de associações com a imagem de marca do Brasil. Inicialmente, ´futebol´, ‘Carnaval’ e ‘Rio’ foram os temas prevalentes da discussão, seguidos de ‘música’. Os seguintes aspectos culturais únicos mais reconhecidos do Brasil foram as ‘sandálias de dedo’, a ‘Amazônia’, ‘desfiles de carnaval’, ‘castanha-do- pará’ e os ‘povos indígenas nativos brasileiros’. No entanto, a imagem de marca do Brasil é, em certa medida, mais favorável do que desfavorável. Assim, esse estudo pode orientar estratégias para campanhas de gestão de marca enquanto fomenta negócios e turismo para uma marca de país respeitável, sustentável e bem-sucedida.

Culturally, a country is recognized internationally as representing a significant aspect of country branding and destination branding. Therefore, the aim of this paper is to explore ‘culture’ and its associations for Brazil as a country brand dimension, which is the unit of analysis for this interpretive study in England. Thus, after focus group and thematic analyses exploring and interpreting the findings, Brazil was perceived as having a ‘diverse and positive culture’. The most surprising finding concerns the participants’ awareness of the diversity of associations with Brazil’s brand image. Initially, ‘football’, ‘Carnival’ and ‘Rio’ were the prevalent themes of the discussion, followed by ‘music’. Brazil’s next most recognized unique cultural aspects were ‘flip- flops’, the ‘Amazon’, ‘carnival parades’, ‘Brazil nuts’ and the ‘Brazilian native indigenous people’. Nevertheless, Brazil’s brand image is, to some extent, more favourable than unfavourable. Thus, this study can orientate strategies for branding campaigns while fomenting business and tourism for a reputable, sustainable and successful country brand.