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

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 regions 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.

Autorentext

Eva Niesing was born in Münster, Germany in 1990. She obtained her Bachelor of Science in International Management at the ESB Business School Reutlingen, Germany and the Universidad de las Américas Puebla, Mexico in 2013. Already during her studies, the author has specialized and has gained practical experience in the fields of marketing, communications, and reputation management. Having lived in Chile for more than one year, in Mexico for two years and having traveled through several other Latin American countries such as Brazil, Guatemala and Argentina, Eva Niesing has an extensive knowledge of the Latin American people, culture, economies and destinations. This knowledge and her interest and fascination for Latin America motivated her to write the present book.