The following thesis wants to explore to what extent and how the negative reactions of Brazilian citizens towards the World Cup and the Olympic Games affect the nation branding process of Brazil through these mega events. In order to do that, it will investigate whether or not Brazilians identify themselves and their culture with the promoted nation brand, what is causing them to have a negative attitude towards the events and what could the consequences of this behaviour along with the negative media coverage be on the nation brand and on Brazil‟s external image.