From Bolsonaro to Lula: Rebranding Brazil’s International Image

This study explores Brazil’s attempt to rebuild and reposition its international image after the Bolsonaro presidency, focusing on the rebranding strategy undertaken by President Luiz Inácio Lula da Silva. The authors apply a multidisciplinary approach. Combining international relations theory, Joseph Nye’s concept of soft power, and nation-branding approaches, the article examines how Brazil seeks to improve credibility. The analysis integrates, among others, discourse analysis, international media framing, and an exploratory survey of university students that reveals strong domestic polarization, negative identity markers, and asymmetric perceptions of leadership trustworthiness and expertise. These findings show that Brazil’s external rebranding is constrained by internal divisions and inconsistent national narratives yet supported by resilient cultural assets that continue to generate soft power appeal. The study captures a pivotal moment in Brazil’s ongoing effort to rebrand itself on the global stage and highlights the need for further research on domestic and foreign audiences.