Is the ‘Brazil Brand’ in crisis?

For the past ten years, the world has celebrated Brazil’s success. Its economy spiked, growing at up to 7 per cent annually, helping to lift over 40 million Brazilians out of poverty and into the new middle class. The country now seems to have entered into a second phase of development: economic growth has decelerated and the new middle class has begun to demand their rights.

Ahead of the World Cup in summer and the presidential elections in October 2014, the wave of protests that broke out in June 2013 presents new challenges for the government. Brazil’s future trajectory as an emerging power will depend on domestic reforms and renewed international engagement, in particular through new trade strategies.