The aim of this paper was to evaluate the perception of foreign consumers in relation to their image of Brazil, using a practical approach. Two studies were conducted, using surveys, and descriptive statistics were analyzed to compare the image of Brazil in relation to other countries, and for different products. In the first study, Italian consumers evaluated the images of Brazil and France in relation to refrigerators and ready-to-eat shrimp meals. In the second study, Latin American and French consumers assessed the images of Brazil and Germany in relation to fruits, household appliances, and clothing. Both studies revealed that the cognitive dimensions of human capital and technological/economic development in Brazil are evaluated unfavorably and significantly below countries with higher levels of development. On the other hand, Brazil is favorably assessed in relation to the affective aspects of the country’s image. There is also a positive association of Brazil with its natural elements, its climate and soil fertility, which positively impact the image of products linked to these attributes, such as food. These results have important implications for managers, especially regarding the use of the Brazil brand for the internationalization of Brazilian products.