A influência do país de origem no processo de internacionalização de marcas de moda de luxo: um estudo de caso sobre a PatBO

Abstract

This study examines the role of national identity in the international expansion of Brazilian luxury fashion brands, seeking to understand how the “Made in Brazil” label may influence their projection. It is grounded in the assumption that Brazilianness, when strategically incorporated into a brand’s value proposition, tends to facilitate their consolidation in foreign markets. The main objective is to assess how national origin can be mobilized as a source of competitive differentiation in the global arena, selecting the trajectory of the Brazilian brand PatBO as the empirical reference. Methodologically, the research adopts a qualitative approach developed through an interpretative case study, combined with a bibliographical review on the country-of-origin effect, brand internationalization, and the construction of symbolic value in the luxury sector, as well as the analysis of institutional documents and interviews with professionals. The findings indicate that Brazilianness goes beyond a merely narrative resource and becomes part of the brand’s strategic structure, influencing decisions related to product development, positioning, and entry into foreign markets.