In brief

• 61% of respondents say they are familiar with Luxembourg, of whom 86% consider their knowledge of the country to be average to high
• Among those who are familiar with the country, 32% have already visited it, mainly for tourism (80%), followed by professional reasons (26%) and private reasons (visiting a friend or family member, 20%)

Spontaneous associations

The spontaneous associations made by Brazilians are as follows:

• European country (17%)
• Small country / beautiful country (16%)
• Wealthy country (13%)

In terms of image

• Functional dimension: Brazilians have a very positive perception of the country’s competitiveness, its educational and training opportunities, its attractiveness as a place to work, as well as the quality of its products and services
• Normative dimension: Luxembourg is perceived as a supportive and responsible country that is committed to sustainable development and future generations
• Cultural dimension: Luxembourg is recognised for the richness of its history and traditions
• Natural dimension: a large majority of respondents believe that Luxembourg offers beautiful landscapes
• Emotional dimension: 74% of Brazilians describe Luxembourg as a fascinating country

Behavioural factors

• 81% of respondents would like to visit Luxembourg one day
• 70% would like to live and work there
• 72% would like to purchase Luxembourgish products or services
• 71% say they intend to speak positively about the country

Implications

• It is important to increase awareness of Luxembourg
• In particular, the “standards and ethics” dimension (solidarity, multiculturalism, foreign policy) should be further strengthened. This dimension receives very positive ratings and is an important driver of Luxembourg’s image. Strengthening it will thus help to further reinforce the country’s positive image.