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Latin America´s Potential in Nation Branding: A closer look at Brazil´s, Chile´s and Colombia´s practices

Textbook 2013 194 Pages

American Studies - Culture and Applied Geography

Summary

In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control of their nation image. Nation branding activities increase the countries’ competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and further, they help to attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly only focus their activities on the tourism promotion. The region’s countries have a good image regarding soft factors such as their people and tourism attractions but have a weak image regarding their products and investment opportunities. Brazil has a relatively good nation image in many dimensions but still has not developed an extensive nation branding strategy. Chile and Colombia are among the Latin American countries which have started to conduct more complete nation branding activities. Although, such advances can be observed, there is still a lot of improvement potential in the nation branding practices of Latin American countries.

Details

Pages
194
Type of Edition
Erstausgabe
Year
2013
ISBN (eBook)
9783954896424
ISBN (Book)
9783954891429
File size
4.8 MB
Language
English
Catalog Number
v312670
Grade
Tags
Branding Latin America Place Branding Nation Branding Country Branding

Author

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Title: Latin America´s Potential in Nation Branding: A closer look at Brazil´s, Chile´s and Colombia´s practices