Seminar helps build Country Branding
The third Regional Seminar on trademarks and industrial designs as innovation factors and business assets: Building Country Brand, organized by the Spanish PTO (OEPM), the Spanish Agency for International Development Cooperation (AECID) and the World Intellectual property Organization (WIPO), was held in October 2015 in Cartagena de Indias (Colombia).
The aim of the seminar was to build strong country brands(marcapaís in Spanish) as important assets for the opening of new markets and the promotion of a country as a tourist or business destination.
The contribution of companies, tourism, gastronomy or crafts in the building of a country brand was studied during the seminar, which included speakers from the National Federation of Coffee Growers of Colombia, Marca País México and the Court of Justice of the Andean Community, among others.
Country branding has become a popular field of research and practice in recent years. It applies corporate branding techniques to countries. Similarly, experts in the field refer to “place branding” and “city branding.” Country branding thus aims to measure the perceptions and reputations of a country by target groups and position it favorably.
In this context, the consultancy Future Brands has recently published the 2015 Latin America Country Brand Report, which analyzes the strength of perceptions of the countries in the Latin American region, based on quantitative data and information provided by informed opinions and frequent travelers (business or pleasure) from outside of Latin America.
Among the key findings of the report are that Brazil leads the regional ranking, followed by Argentina, Mexico – which has climbed three positions in the ranking compared to 2014 – Chile and Peru. Cuba went up four places and currently ranks eighth. The leading countries are those having built internationally recognized national brands.