2012年總統大選，民進黨的「三隻小豬」運動，堪稱是台灣選舉史上前所未見的造勢動員模式，此一「大事件」甚至破天荒，在2016年總統大選繼續沿用，因此本研究聚焦： 　　一、「三隻小豬」之事件發展，起源於台南三胞胎孩童把存在小豬撲滿裡的零錢，捐獻給要參選2012年總統的蔡英文，竟然在民進黨總統大選過程中，成為競選過程的「大事件」。二、「三隻小豬」之策略形成，民進黨如何運用這個「綠營最有效的募款工具」，在競選過程中，募得高達2.012億台幣的政治獻金。三、「三隻小豬」之媒體評論，以東森新聞報導為研究文本，2012選戰中，報導三隻小豬的則數，是平安福的將近四倍之多。三隻小豬，讓民進黨獲得的免費廣告效益，估計在10至20億台幣之間。 本研究者因為職務之故，能貼身採訪蔡英文陣營，因此採用「參與觀察、深度訪談」兩種研究方法，獲得第一手的訊息資料，再就東森新聞選舉過程中所報導「蔡英文」和「三隻小豬」的97篇相關文稿進行「內容分析」。 根據卡方檢定和ANOVA檢定的分析結果，本研究發現在蔡英文競選過程中，有三項值得觀察的顯著差異。並歸納出「三隻小豬」運動，此一大事件，具備不同於以往選舉的六大特色，包括：創新性、象徵性、互動性、在地性、參與性、持續性等。 / In the 2012 presidential election, The DPP’s Three Little Pigs campaign was so called the history of Taiwan's unprecedented mobilization election campaign. Four years later, in the 2016 presidential election, this “Mega Event” is to be continued, so this study highlights: First, the "Three Little Pigs" event that originated in Tainan, triplets’ children save money in a piggy bank, they donated the changes to the 2012 presidential candidate Tsai Ing-wen, set off political waves in the DPP election process unexpected. Second, how the "Three Little Pigs" policy formed, DPP proper use of this "come out of the gift," during the campaign, they raised up to NT$ 201.2 million in political contributions. Three Little Pigs can be described as the most effective fund-raising tool for the Green Camp. Third, the media covering regarding "Three Little Pigs" campaign, take the ETTV new scripts as study texts, during the 2012 election campaign, the number of covering stories in the Three Little Pigs is four times more than Ma Ying-jeou’s lucky charm. The DPP obtained about NT$ 1 to 2 billion free advertising effectiveness via Three Little Pigs movement. It is because of the researchers’ position; the researcher was able to interview Tsai camp closely. This research adopted "participant observation, in-depth interviews," these two methods, to obtain first-hand information and message. The researcher did "content analysis", to analyze 97 ETTV news stories regarding to "Tsai Ing-wen" and "The Three Little Pigs," in the presidential election. According to the analysis results of the chi-square test and ANOVA test, this study found that when Tsai Ing-wen was running for presidential campaign, there are three significant differences worth observing. Meanwhile, to conclude "The Three Little Pigs" mega event campaign, there are six characteristics different from previous elections, including: innovation, symbolic, interaction, localization, participation, sustainability and so on.

O objetivo deste trabalho é a análise das práticas de planejamento urbano vigentes em Porto Alegre em sua relação com os grandes projetos urbanos (GPUs) associados à realização da Copa do Mundo 2014. Para tanto, foram abordados os conceitos de empresariamento, gerencialismo e marketing urbano com a finalidade de compreender o conceito de empreendedorismo urbano. Buscou-se compreender, também, as relações entre empreendedorismo urbano, práticas de planejamento, GPUs e megaeventos. A pesquisa, realizada com base em estudo de caso único, integrado por três unidades de análise (mobilidade, estádios e orla), envolveu o estudo de 18 projetos. As análises feitas exploraram as múltiplas dimensões de GPUs, buscando conhecer o contexto em que os projetos surgiram e como se justificaram, bem como identificar as práticas de planejamento, os atores envolvidos, possíveis desdobramentos socioambientais, bem como as fontes de recursos a eles associados. Por fim, analisou-se a relação entre o processo e estratégias típicas do empreendedorismo urbano, indicando seus vínculos com os grandes projetos. / This work aims to analyses the urban planning practices present in Porto Alegre, and its relation with large urban projects being articulated for the FIFA World Cup 2014 mega event. The concepts addressed are entrepreneurialism, managerialism and urban marketing in its original fields to comprehend how Harvey built the urban entrepreneurialism concept and its best translation to Portuguese. This work aims, as well, comprehend the relation between urban entrepreneurialism and urban planning practices, large urban projects and mega events. This is a case study research with 3 unities of analysis incorporated: 1) mobility; 2) stadia; 3) water front. Those unities, therefore, are constituted by 18 different projects related to the FIFA World Cup, in a direct or indirect fashion. Their analyses are built by exploring its multiple dimensions regarded to large urban projects, by understanding the context where those projects have been created and how they are justified, by describing the projects elaboration processes to identify the urban planning practices related and its social and environmental impacts associated, and by analyzing the relation between this process and the urban entrepreneurialism strategies assigned by Harvey, indicating which project belongs to each strategies.

O objetivo deste trabalho é a análise das práticas de planejamento urbano vigentes em Porto Alegre em sua relação com os grandes projetos urbanos (GPUs) associados à realização da Copa do Mundo 2014. Para tanto, foram abordados os conceitos de empresariamento, gerencialismo e marketing urbano com a finalidade de compreender o conceito de empreendedorismo urbano. Buscou-se compreender, também, as relações entre empreendedorismo urbano, práticas de planejamento, GPUs e megaeventos. A pesquisa, realizada com base em estudo de caso único, integrado por três unidades de análise (mobilidade, estádios e orla), envolveu o estudo de 18 projetos. As análises feitas exploraram as múltiplas dimensões de GPUs, buscando conhecer o contexto em que os projetos surgiram e como se justificaram, bem como identificar as práticas de planejamento, os atores envolvidos, possíveis desdobramentos socioambientais, bem como as fontes de recursos a eles associados. Por fim, analisou-se a relação entre o processo e estratégias típicas do empreendedorismo urbano, indicando seus vínculos com os grandes projetos. / This work aims to analyses the urban planning practices present in Porto Alegre, and its relation with large urban projects being articulated for the FIFA World Cup 2014 mega event. The concepts addressed are entrepreneurialism, managerialism and urban marketing in its original fields to comprehend how Harvey built the urban entrepreneurialism concept and its best translation to Portuguese. This work aims, as well, comprehend the relation between urban entrepreneurialism and urban planning practices, large urban projects and mega events. This is a case study research with 3 unities of analysis incorporated: 1) mobility; 2) stadia; 3) water front. Those unities, therefore, are constituted by 18 different projects related to the FIFA World Cup, in a direct or indirect fashion. Their analyses are built by exploring its multiple dimensions regarded to large urban projects, by understanding the context where those projects have been created and how they are justified, by describing the projects elaboration processes to identify the urban planning practices related and its social and environmental impacts associated, and by analyzing the relation between this process and the urban entrepreneurialism strategies assigned by Harvey, indicating which project belongs to each strategies.

O objetivo deste trabalho é a análise das práticas de planejamento urbano vigentes em Porto Alegre em sua relação com os grandes projetos urbanos (GPUs) associados à realização da Copa do Mundo 2014. Para tanto, foram abordados os conceitos de empresariamento, gerencialismo e marketing urbano com a finalidade de compreender o conceito de empreendedorismo urbano. Buscou-se compreender, também, as relações entre empreendedorismo urbano, práticas de planejamento, GPUs e megaeventos. A pesquisa, realizada com base em estudo de caso único, integrado por três unidades de análise (mobilidade, estádios e orla), envolveu o estudo de 18 projetos. As análises feitas exploraram as múltiplas dimensões de GPUs, buscando conhecer o contexto em que os projetos surgiram e como se justificaram, bem como identificar as práticas de planejamento, os atores envolvidos, possíveis desdobramentos socioambientais, bem como as fontes de recursos a eles associados. Por fim, analisou-se a relação entre o processo e estratégias típicas do empreendedorismo urbano, indicando seus vínculos com os grandes projetos. / This work aims to analyses the urban planning practices present in Porto Alegre, and its relation with large urban projects being articulated for the FIFA World Cup 2014 mega event. The concepts addressed are entrepreneurialism, managerialism and urban marketing in its original fields to comprehend how Harvey built the urban entrepreneurialism concept and its best translation to Portuguese. This work aims, as well, comprehend the relation between urban entrepreneurialism and urban planning practices, large urban projects and mega events. This is a case study research with 3 unities of analysis incorporated: 1) mobility; 2) stadia; 3) water front. Those unities, therefore, are constituted by 18 different projects related to the FIFA World Cup, in a direct or indirect fashion. Their analyses are built by exploring its multiple dimensions regarded to large urban projects, by understanding the context where those projects have been created and how they are justified, by describing the projects elaboration processes to identify the urban planning practices related and its social and environmental impacts associated, and by analyzing the relation between this process and the urban entrepreneurialism strategies assigned by Harvey, indicating which project belongs to each strategies.

Актуальность диссертационной работы заключается в особом внимании к развитию студенческого спорта, который является актуальным не только для студенчества, но и для всего общества в различных аспектах. Физическая культура и спорт являются не только эффективным средством физического развития человека, сферой общения и проявления социальной активности людей, формой организации и проведения их досуга, но бесспорно влияют и на другие стороны человеческой жизни. Актуализации ресурсного потенциала студентов в процессе подготовки к Всемирным студенческим играм – 2023 представляет особый интерес как в процессе подготовки, так и проведении масштабного, социально значимого спортивного события. Всемирные студенческие игры – 2023 – драйвер развития студентов и событие, позиционирующее Университет в профессиональном пространстве мирового образования; мероприятие, объединяющее участников и организаторов от регионального и федерального уровней до консолидации всех мировых спортивных студенческих сообществ. Объектом исследования является потенциал студенческой общности. Предметом исследования – развитие студенческого потенциала в спортивных мегасобытиях. Магистерская диссертация состоит из двух глав, введения, заключения, библиографического списка, трех приложений. / The Master's dissertation consists of two chapters, an introduction, a conclusion, a bibliographic list, and three appendices. The relevance of the dissertation work lies in the special attention to the development of student sports, which is relevant not only for students, but also for the whole society in various aspects. Physical culture and sport are not only an effective means of physical development of a person, a sphere of communication and manifestation of social activity of people, a form of organizing and conducting their leisure, but undoubtedly affect other aspects of human life. Updating the resource potential of students in the process of preparing for the World Student Games – 2023 is of particular interest both in the process of preparing and conducting a large-scale, socially significant sports event. World Student Games-2023-the driver of student development.

Depuis les années 2000, nous observons de plus en plus de pays en développement (PED) hôtes de mégaévénements. En accueillant un mégaévénement en leur sol, les PED espèrent améliorer leur cadre urbain et attirer des investissements étrangers. Ceci étant dit, les retards en termes d’infrastructures et d’équipements que connaissent ces pays et les stricts cadres normatifs imposés par des organismes internationaux comme la FIFA, nous amènent à questionner la possibilité d’intégrer les aménagements mégaévénementiels, à leur contexte local. En ce sens, le processus de planification, dans lequel les cadres normatifs externes et locaux sont négociés, peut être vu comme un moment charnière ayant une incidence sur le potentiel de reconversion. Dans le cadre de ce mémoire, nous avons entamé une réflexion à ce sujet en examinant le processus de planification d’un aménagement mégaévénementiel, le Green Point Urban Park (GPUP) à Cape Town, et son incidence sur son potentiel de reconversion. Plus précisément, nous allons, en premier lieu, décrire le processus de planification du site, nous allons par la suite évaluer son potentiel de reconversion, puis nous allons faire ressortir des liens entre le processus de planification et le potentiel de reconversion des aménagements mégaévénementiels. En somme, notre travail met en évidence une relation entre, d’une part, la prépondérance du cadre normatif imposé par l’organisme international et la dynamique du système d’acteurs au moment de la planification du GPUP et, d’autre part, la difficile reconversion de ce dernier après la Coupe du monde de 2010. / Since the year 2000, there has been an increasing number of developing countries hosting mega-events. By welcoming such events, developing countries have been improving their urban landscape and providing opportunities for foreign investments. That being said, their lack of infrastructure and equipment has shown to be a challenge in the organization of mega-events, events that must abide by strict regulatory frameworks set by international organizations, like FIFA. We believe the planning process, where local and international normative frameworks are negotiated, has an impact on the reconversion of mega-event developments. Through the analysis of Cape Town’s Green Point Urban Park (GPUP), this study aims to evaluate the planning process’ impact on the reconversion phase. To do so, we’ve divided our study in three parts. The first describes the planning process, the second exposes our evaluation of the site’s reconversion potential and the third evaluates the relationship between the GPUP reconversion potential and its planning process. Overall, this study seeks to demonstrate the dominating role played by the international normative framework during the GPUP’s planning process phase and how this has ultimately hindered the site’s potential of reconversion after the 2010 World Cup.

Die FIFA-Fußball-Weltmeisterschaft wurde 2002 erstmals von zwei Gastgebern gemeinsam ausgerichtet. Diese Kooperation entsprang jedoch nicht dem Wunsch der beiden Bewerber Südkorea und Japan, sondern es war eine Entscheidung der FIFA. Wie würden die beiden unfreiwilligen Partner mit dieser Situation umgehen? Würde die gemeinsame Gastgeberrolle vielleicht zu einer Chance werden, das gegenseitige Verhältnis zu verbessern? Betrachtet man die Fußballweltmeisterschaft aus der Perspektive der Mega-Event-Theorie, kann das Aufschluss in diesen Fragen geben. Die Ausrichtung eines Mega-Events ist eine einzigartige Gelegenheit sich der Welt darzustellen und gleichzeitig eine positive Selbstwahrnehmung zu erzeugen. Beides sind wichtige Faktoren bei dem Versuch, eine Nation auf der internationalen Bühne platzieren. Genau darum ging es auch den beiden Gastgebern Japan und Südkorea. Eine Analyse südkoreanischer und japanischer Monatszeitschriften zeigt, wie unterschiedlich dennoch die Erwartungen an und das Erleben der WM in den beiden Ländern waren. Während Japan sich durch die WM 2002 internationalisieren und das Lokale mit dem Globalen verbinden wollte, stand für Südkorea die Präsentation als dem Nachbarn Japan ebenbürtige Nation im Vordergrund. Der unterwartete Erfolg der südkoreanischen Mannschaft vermittelte den koreanischen Fans ein überwältigendes Gefühl der Einheit, das Stolz und ein neues Selbstbewusstsein hervorbrachte. Das frühe Ausscheiden der japanischen Mannschaft bewirkte unter ihren Fans ein sich Hinwenden zum koreanischen Team, wodurch eine unerwartet positive Koreaerfahrung und ein Gefühl der Gemeinschaft mit dem Nachbarland entstand. Auf diese Weise trug die unfreiwillige gemeinsame Gastgeberschaft dazu bei, dass beide Länder ihre ursprünglich mit der WM-Ausrichtung verbundenen Ziele besser umsetzen konnten, als es ihnen als alleiniger Ausrichter möglich gewesen wäre. / The 2002 FIFA Football World Cup was co-hosted by Japan and South Korea but this co-operation was not a voluntary one. What would the two unequal partners make out of FIFA’s decision? Could the co-hosting become a chance to improve their relation? To interpret the World Cup in terms of Mega-Event theory helps to answer these questions. A Mega-Event is not only a unique chance to promote one’s image to the world but also to create a positive self-image and self-awareness. Both are important processes for the relocation of a nation in the international society and both are what the hosting of a Mega-Event is about. It is here where one finds the Korean and Japanese motivation to host the World Cup 2002. An analyses of the discours in both countries monthly magazines shows how different the expectations were and how Korean and Japanese fans experienced the Event. While South Korea’s first aim was to show to the world its equal standing next to its neighbor Japan, the topics discussed in the Japanese World Cup discours suggest that internationalization was what Japan expected from hosting the Mega-Event. But when the competition started and the Korean team rushed from victory to victory the only thing that mattered were the overwelming emotions of unity millions of Koreans shared. This experience provided an unexpected sence of national pride and self-confidence that changed the Korean self-awareness. This changed attitude might be the most important outcome of Korea’s World Cup hosting. The Japanese team was kicked out of the competition more quickly but this paved the way for many Japanese fans to get more and more interested in the Korean team and to discover an unknown and fascinating Korea. The Japanese who had cheered for the Korean team experienced an unity with Korea no other event could possibly have caused. In these ways the unplaned co-hosting and its unexpected outcomes served both countries’ initial aimes better than a single-hosted Mega-Event would have done.

Depuis les années 2000, nous observons de plus en plus de pays en développement (PED) hôtes de mégaévénements. En accueillant un mégaévénement en leur sol, les PED espèrent améliorer leur cadre urbain et attirer des investissements étrangers. Ceci étant dit, les retards en termes d’infrastructures et d’équipements que connaissent ces pays et les stricts cadres normatifs imposés par des organismes internationaux comme la FIFA, nous amènent à questionner la possibilité d’intégrer les aménagements mégaévénementiels, à leur contexte local. En ce sens, le processus de planification, dans lequel les cadres normatifs externes et locaux sont négociés, peut être vu comme un moment charnière ayant une incidence sur le potentiel de reconversion. Dans le cadre de ce mémoire, nous avons entamé une réflexion à ce sujet en examinant le processus de planification d’un aménagement mégaévénementiel, le Green Point Urban Park (GPUP) à Cape Town, et son incidence sur son potentiel de reconversion. Plus précisément, nous allons, en premier lieu, décrire le processus de planification du site, nous allons par la suite évaluer son potentiel de reconversion, puis nous allons faire ressortir des liens entre le processus de planification et le potentiel de reconversion des aménagements mégaévénementiels. En somme, notre travail met en évidence une relation entre, d’une part, la prépondérance du cadre normatif imposé par l’organisme international et la dynamique du système d’acteurs au moment de la planification du GPUP et, d’autre part, la difficile reconversion de ce dernier après la Coupe du monde de 2010. / Since the year 2000, there has been an increasing number of developing countries hosting mega-events. By welcoming such events, developing countries have been improving their urban landscape and providing opportunities for foreign investments. That being said, their lack of infrastructure and equipment has shown to be a challenge in the organization of mega-events, events that must abide by strict regulatory frameworks set by international organizations, like FIFA. We believe the planning process, where local and international normative frameworks are negotiated, has an impact on the reconversion of mega-event developments. Through the analysis of Cape Town’s Green Point Urban Park (GPUP), this study aims to evaluate the planning process’ impact on the reconversion phase. To do so, we’ve divided our study in three parts. The first describes the planning process, the second exposes our evaluation of the site’s reconversion potential and the third evaluates the relationship between the GPUP reconversion potential and its planning process. Overall, this study seeks to demonstrate the dominating role played by the international normative framework during the GPUP’s planning process phase and how this has ultimately hindered the site’s potential of reconversion after the 2010 World Cup.

本研究由「以大型活動建立城市品牌」面向切入大型活動行銷與城市行銷之主題，試圖釐清「城市」本身作為行銷主體時，相關的理論觀點，並聚焦於策略端，了解城市行銷與城市品牌發展之關鍵要素以及重要的城市品牌架構，進而建立以城市品牌長期發展為主要導向之大型活動所應具備的策略性思維，且逐步構築大型活動評估指標，作為未來城市品牌導向之大型活動策略規劃與分析之參考。 文獻回顧的部分，除了城市行銷本質的探討，理解城市行銷的功能與內涵外，亦在城市行銷的「技術」面文獻中，了解當前城市行銷策略規劃與城市品牌建立之相關理論基礎，最後在既有的研究中，連結大型活動與城市行銷之間的關聯性，著眼於如何運用城市品牌的建構面向，來評估與分析大型活動之策略。其後，歸納前述文獻所提及之諸多指標與成功要素，以四個主要面向重新抽取其內容，並發展相應於大型活動之操作性定義，以便先行建立初步評估指標。最後以專家群體決策為基礎之修正式德菲法進行最終評估指標之評選，使得指標體系的建構及後續分析，能具有較高度之代表性。 透過十多位行銷、傳播、媒體領域之學術界與實務界專業人士之專家問卷調查，本研究共建構十六項以大型活動建構城市品牌之評估指標，並進一步以大型活動籌辦單位之深度訪談補充營運面與組織面之內涵，增加指標於策略性運用時，更為全面性之思考。最後闡明研究結論，回應過往城市品牌架構文獻並建議未來相關研究方向，期望對於城市品牌思考與城市品牌導向之大型活動策略規劃與分析面向有所助益。 / The mega event held by a specific city shouldn’t only be analyzed as another single large scale event in the city but be seen as a series of city marketing practices in the long-term city branding context. The aim of the present study focuses on the strategic vision of the mega event and builds city brand-driven indicators to create the framework for mega event marketing strategy planning and evaluation. The main theoretical background from literature reviews for this study consists of several city marketing, city branding, mega event and event marketing topics, which are not only the conceptual but technical and structural viewpoints included. Then the primary city brand-driven mega event indicators would be developed by reorganizing these past researches into four main categories: strategy, symbol, relationship, benefit and sustainability. Based on Delphi method, all primary indicators are evaluated by 16 marketing, communication, media experts and finally formed the strategic framework. Also, in this study, mega event organizer and the coordinator of marketing related department in the city government are interviewed to understand issues comprehensively from the execution and organization levels for solid strategic thinking. Finally, all 16 key indicators and the managerial implications , specific city branding frameworks from the literature reviews, and also advices for future studies are outlined and discussed in the last chapter.

Submitted by Mascha Sörensen (mascha.soerensen@gmail.com) on 2016-10-08T10:05:16Z No. of bitstreams: 1 Mascha Sörensen_Master Thesis_Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country_14.09.2016.pdf: 1369449 bytes, checksum: dc4c868a996a043756cdbabad912afad (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Dear Mascha, First of all the title of the parts of the thesis, example: Abstract, resumo,etc. is duplicated it's only has to appear once. The List of Figures, etc. should be before the table of contents. The number of the pages should count from the first page but only appear on the introduction. Warm regards. Ana Luiza Holme 37993492 on 2016-10-10T12:25:44Z (GMT) / Submitted by Mascha Sörensen (mascha.soerensen@gmail.com) on 2016-10-10T16:07:15Z No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-10-10T16:17:12Z (GMT) No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Rejected by Ana Luiza Holme (ana.holme@fgv.br), reason: Duplicidade de postagem, trabalho já aprovado. on 2016-10-10T16:20:07Z (GMT) / Submitted by Mascha Sörensen (mascha.soerensen@gmail.com) on 2016-10-12T09:57:10Z No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Approved for entry into archive by Ana Luiza Holme (ana.holme@fgv.br) on 2016-10-13T12:40:49Z (GMT) No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) / Made available in DSpace on 2016-10-13T12:55:53Z (GMT). No. of bitstreams: 1 Mascha Sörensen_ Master Thesis_ Nation Branding through Mega-Events and the Impact on Tourism Development in the Host Country - A Study on the 2014 FIFA World Cup in Brazil_ 14.09.2016.pdf: 1310793 bytes, checksum: 0b9d0c22d5a69492fd2a69757d38afdd (MD5) Previous issue date: 2016-09-14 / Nation branding has recently gained importance as countries strive for a global competitive advantage to attract worldwide tourists, foreign direct investment and talented workforce, and to enhance consumer preferences for its exported products. The significance for Brazil of having hosted the two most important sport mega-events, the 2014 Football World Cup and the 2016 Summer Olympic Games, within two years is discussed in detail. The objective of the exploratory research here presented is to understand the perception of Brazil internationally (measured as nation brand) and to determine whether primarily the 2014 World Cup had an impact on the nation brand as possibly also on the tourism activities in the country. A methodology of a single case study has been applied. Main sources of information were secondary data from websites and tourism and event related journals, as well as quantitative data from nation branding indices and official tourism statistics. The most insightful data source was provided by seven interviews with experts in the field of nation branding, events and tourism business. The research suggests that the World Cup had two-sided effects. Increased international awareness, hospitality and improvements in perception of culture and people in Brazil are positive results that were partly restrained by negative images of corruption, insecurity and social problems. The World Cup overall resulted in positive outcomes in the tourism industry. Despite being beneficial in many aspects, the mega-events happened at a difficult economic and political time in Brazil. Together with persistent deficiencies of the international sport organizations, these circumstances further hindered lasting legacies and international reputation. The findings therefore are not straightforward. They are rather based on a complex discussion which identifies positive contributions of the events to destination branding and possibly to the development of the nation branding strategy of Brazil. / A consideração da marca-nação recentemente tem ganhado grande importância com países se esforçando para alcançar uma vantagem competitiva global, atrair turistas de todo o mundo, investimento estrangeiro direto e uma força de trabalho qualificada, além de melhorar as preferências dos consumidores por seus produtos exportados. A importância para o Brasil em ter hospedado os dois mais importantes mega-eventos esportivos no prazo de dois anos, a Copa do Mundo de 2014 e os Jogos Olímpicos de 2016, é discutida em detalhe. O objetivo da pesquisa exploratória aqui apresentada é entender a percepção internacional do Brasil (medida como marca-nação) e determinar se principalmente a Copa do Mundo de 2014 teve um impacto positivo na marca-nação e também nas atividades de turismo no país. A metodologia de um estudo de caso específico foi aplicada. As principais origens de informações foram dados secundários de sites e revistas relacionados a turismo e eventos, bem como dados quantitativos de índices de marca-nação e estatísticas oficiais de turismo. A fonte de dados mais significante foi obtida em sete entrevistas com especialistas no campo da marca-nação, eventos e turismo. A pesquisa sugere que a Copa do Mundo teve efeitos de dois lados. Aumento da consciêntização internacional, hospitalidade e melhorias na percepção da cultura e das pessoas no Brasil são resultados positivos que foram parcialmente restringidos por imagens negativas de corrupção, insegurança e problemas sociais. De forma geral, a Copa do Mundo apresentou resultados positivos na indústria do turismo. Apesar de serem benéficos em muitos aspectos, os mega-eventos aconteciam em um momento difícil para o Brasil, econômico e políticamente. Juntamente com deficiências persistentes das organizações desportivas internacionais, estas circunstâncias impediram ainda mais os resultados duradouros e a reputação internacional. Os resultados, entretanto, não são simplórios. Pelo contrário, são baseados em uma discussão complexa que identifica contribuições positivas dos eventos para a marca de destino e possivelmente para o desenvolvimento uma estratégia da nação-marca no Brasil.