Country brands in Latin America: The voice of the protagonists

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In an interconnected world, country brands have evolved into strategic tools that foster national pride, attract investment, boost tourism, and add value globally. Latin America, with its rich culture and economic potential, is advancing in managing its country brands through professional teams and long-term strategies.

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:

  • 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.
  • 2


    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.
  • 3


    International coordination: Country brand managers play a crucial role in addressing local issues within a global context.
  • 4


    Different life cycles: Country brands are at various stages. Some are consolidating their brands, while others are seeking ways to evolve and reposition themselves.
  • 5


    Regional focus: Countries aim to enhance their positioning at different scales, whether through regions or cities.
  • 6

    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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