NATION BRANDING BRASIL PADA MASA PRESIDENSI G20 TAHUN 2024

Brazil is the fifth largest country in the world located in the northeastern part of the South American continent, where the majority of the population uses Portuguese and its foreign policy is based on the principles of multilateralism. Although Brazil has an effective foreign policy, there are domestic cases that have worsened Brazil's image in the eyes of the world, one of which is poverty and social inequality. As the host of the presidency, Brazil has a strategic opportunity to utilize nation branding at the 2024 G20 Summit. This study uses a qualitative-descriptive approach with a literature study method with the aim of exploring international news, especially during the G20 presidency. This study discusses Brazil's nation branding strategy which reflects a structured effort to strengthen the national image and global competitiveness through the six-dimensional concept of the Simon Anholt Hexagon, namely exports, governance, investment, society, heritage and culture, and tourism. The results of the study show that this analysis is an important basis for understanding how public diplomacy and national image are constructed through international forums such as the G20 Summit. Therefore, Brazil has proven that effective nation branding can be the key to achieving a more strategic position in international competition and improving a negative global image.