where does the brazilian heart belong?

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Get to know where is the heart of the Brazilians and which National Football teams they will support

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Although the heart of Brazilians is with Brazil, 18% of themconsider that Brazil will lose. Young people are the segmentwhere a higher percentage criticize the performance of theNational Football team.Cultural heritage is a factor. Brazilians prefer first Portugal andthen other European countries that colonized their territory.The South of the country is also willing to support Argentinaand Uruguay, their closest neighbors.The young (from 15 to 24 years old) are passionate aboutSpain, unfortunately these expectations drowned by therecent defeat and elimination of the former World champions.

They also cheer up for another countries and believe they havealso chances to win:

4%Portugal

3%Spain Italy

2%Germany Argentina

1%

-1%

Uruguay England

France Japan Netherlands

Brazilian heart belongs to “la verdeamarela” but their cultural heritage and proximity also influence their preference

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We used ConversionModel, a TNS methodology to analyze the share of support of each national football team. This analysis allows us to say who willthe Brazilians support in the scenario they lose and don’t get to the finals. According to this model, 6 out of 10 Brazilians won’t support other teams.If Brazil loses, from those who will support another team 4 out of 10 Brazilians will cheer Portugal, 3 out of 10 will cheer Spain and 3 out of 10 willcheer Italy (before the elimination of these teams). The level of support is related to their cultural heritage. 13% of Brazilian population has aPortuguese origin, 11% Italian, 6% Spaniard and 5% German. Click here to know more about ConversionModel

Brazil

81.9%

-1.5%

Portugal

3.5%

+0.3%

Spain

2.9%

+0.0%

Italy

2.5%

+0.4%

Germany

2.1%

+0.2%

Argentina

1.6%

+0.0%

Uruguay

0.9%

+0.2%

England

0.8%

+0.1%

Netherlands

0.4%

+0.1%

France

0.6%

-0.1%

Japan

0.5%

-0.0%

Brazil Share of support per country Projected share of support

SAMPLE SIZE: n. 968 [968 weighted] // CUSTOM FILTERS APPLIED: None

If Brazil loses, European countries have more chance to get Brazilian fans

http://www.tnsglobal.com/what-we-do/conversionmodel

© TNS

We know that Brazilians love football but we wanted to knowhow deep in their hearts they will be able to support othernational football teams so we used NeedScope a tool of TNS tobetter understand the emotive linkage of Brazilian fans and allthe teams.Emotion is the underlying driver of all human behavior, it lies atthe heart of the consumer’s brand decision and is a corecomponent of any successful brand.NeedScope is a methodology that goes deeper in the humanemotions to reveal what is below the rational and conscious toget to the emotive needs.According to this model exist 6 archetypes where we locate theNational Football teams.

Powerful

Dominant

CompetentConnective

Friendly

Exciting

PersonalityPersonalityPersonalityPersonalityPassionate and intenseFearless, daring

FeelingFeelingFeelingFeelingDifferent, standing apartCourageous, unstoppable

PersonalityPersonalityPersonalityPersonalityAhead of the rest, determinedRespected, distinguished

FeelingFeelingFeelingFeelingSuperior, dominantSpecial, accomplished

PersonalityPersonalityPersonalityPersonalityIntelligent, analyticalDiscerning, refined

FeelingFeelingFeelingFeelingKnowledgeable, cleverFocused, serious

PersonalityPersonalityPersonalityPersonalitySentimental, nostalgicDedicated, loyal

FeelingFeelingFeelingFeelingClose, caringReassured, connected

PersonalityPersonalityPersonalityPersonalityOptimistic, positiveSociable, popular

FeelingFeelingFeelingFeelingFitting in, belongingCompanionship, togetherness

PersonalityPersonalityPersonalityPersonalityCarefree, fun-lovingSpontaneous, lively

FeelingFeelingFeelingFeelingUpbeat, upliftedExcited, elated

Click here to know more about NeedScope

Where does the Brazilian heart belong?

http://www.tnsglobal.com/what-we-do/irresistible-brands

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While others, are sitting basically in the center of the map, lacking of a clear position

Powerful

Dominant

Competent

Connective

Friendly

Exciting

Some teams have a clear position in the mind of the Brazilians

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Brazil is positioned in the exciting and friendly segment. Accordingto the Brazilians the Personality of their National Football team isexcited, fun loving, passionate and intense. They sense that theteam show happiness, joyfulness, excitement and elation.

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The Brazilian team is considered carefree and friendly

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The Brazilians see the Mexicans as a team of sociable and popular people,but also sentimental and protectors.They consider both teams to have high quality players but they think thatthe Mexicans distinguish themselves for having a well integrated teamwith young and relaxed players.

� Passionate and intense � Happy, joyful� Excited, elated � Play creatively � Best quality players� Star players to win

� Togetherness, belonging� Sociable, popular� The team is well-integrated� Sentimental, protector � Have the youngest, relaxed

players

The team of Brazil was considered better prepared than the Mexican team in the eyes of the Brazilians

is more while is more

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The Brazilians see Cameroon as a team of optimistic and positivepeople with battlers and warriors players.Both teams share a happy and joyful personality


� Optimistic and positive� Togetherness, belonging� Spontaneous, up beat� Strong under pressure� Battlers, warriors

Cameroon is seen as a team of battlers and warriors in the field according to the Brazilians


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Some of the favorites to win the World Cup: France, Netherlands, Germany, Argentina and US have an opposite personality to the Brazilian team. They consider them to be more disciplined and analytical.

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Brazilians perceived France as a team full of respected and admirableplayers, with dedicated and loyal people. They sense they are focused andserious.The team is described as well integrated, with powerhouse on pitch andtechnically disciplined


� Respected, admirable� Demanding� Dedicated, loyal� Focused, serious� Fit in, part of things� Special, fulfilled� Well-integrated� Powerhouse on the pitch� Technically disciplined

Brazil and France sit on the opposite site, while Brazil is more friendly and carefree France is more competent


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Netherlands has an opposite positioning to Brazil. While Braziliansare more creative the people from Netherlands is seen as technicallydisciplined, quiet and connected.


� Ahead of the rest� Determined� Intelligent, analytical� Fearless, brave� Special, fulfilled� Quiet, connected� Disciplined. � Powerhouse on pitch� Strong under pressure� Well-integrated� Technically disciplined

According to the Brazilians Netherlands is ahead of the rest


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� Intelligent, analytical� Demanding, respected � Focused, serious � Superior, dominant� Wise, clever� Quiet, connected� Team has best form� Technically disciplined � Strongest defense � Well-integrated

Brazilians consider the German team intelligent and analytical

While Brazilians see their national team as passionate and intense,they perceived Germans as more analytical, focused and serious.Consider this team wise, superior and dominant and describe it astechnically disciplined and well integrated.


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Brazilians consider Argentina a team of fearless and brave playerswho have a strong attack and score many goals.


� Fearless� Brave� Strongest attack� Score many goals

While the Brazilians are more friendly and carefree the Argentinians are considered more assertive


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Brazilians consider United States as a team with intelligent andanalytical players with a superior performance and dominance onthe field.


� Demanding� Respected� Intelligent, analytical� Superior� Dominant� Fit in� Part of things, quiet� Connected, disciplined. � Commits less fouls� Youngest� Relaxed players

United States is considered to be a demanding and respected team


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Recent events in the World Cup have shown thatnothing is certain and that when expectationsface reality, some predictions might come down.

One example is Spain. Supposed to be one ofthe key leaders of this tournament, they wereeliminated after the second match.

Other examples are Italy, England and Japanwho were also very well positioned in the heartsof the Brazilians but had a poor performance.

Brazil is facing a World Cup full of surprises, thenext match will be against Colombia (a countrythat Brazilians didn’t consider as one that hasthe ability to win) and this match will decide thefuture of Brazil in this competition.

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A World Cup full of surprises

where does the brazilian heart belong?

Data & Analytics