Country brands in Latin America: The voice of the protagonists
However, challenges such as institutional fragility, political changes, and global volatility require innovative approaches. FutureBrand's report, "Country brands in Latin America: The voice of the protagonists," gathers insights from regional leaders to understand the maturity, challenges, and opportunities of these brands.
Key takeaways include:
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1
Institutional strength: The importance of solid institutions for brand stability, as seen in Costa Rica, Chile, Peru, and Uruguay, is essential to maintain their identity despite political changes.
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Resilience: Country brands seem resilient, with brand managers playing a vital role in navigating crises and adapting to the VUCA (Volatility, Uncertainty, Complexity, Ambiguity) model.
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International coordination: Country brand managers play a crucial role in addressing local issues within a global context.
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Different life cycles: Country brands are at various stages. Some are consolidating their brands, while others are seeking ways to evolve and reposition themselves.
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Regional focus: Countries aim to enhance their positioning at different scales, whether through regions or cities.
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Migration flows & diasporas: They can be leveraged to forge new cultural ties and should be seen as resources for brand promotion.
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