Soft power como estratégia de marketing: a manifestação da cultura pop japonesa no Brasil
DOI :
https://doi.org/10.11606/ej.v0i36.127690Mots-clés :
Soft power, Marketing, Japanese Government, Cool Japan, Nation BrandingRésumé
This paper verifies the use of soft power as a marketing strategy, and the manifestation of the Japanese pop culture in Brazil. Therefore, this paper conceptualizes Soft Power and its relation with the country marketing strategy, known as Nation Branding. Subsequently, the paper analyzes the cultural dimension of Japan’s Nation Branding, and the development of the project called Cool Japan.
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Publiée
2016-03-07
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Soft power como estratégia de marketing: a manifestação da cultura pop japonesa no Brasil. (2016). Estudos Japoneses, 36, 59-70. https://doi.org/10.11606/ej.v0i36.127690