Uruguay consolidates its country brand with a value of US$65.8 billion, according to Brand Finance

In 2024, Uruguay progressed in its international positioning as a country brand. According to the Nation Brand Report 2024 prepared by Brand Finance, the country achieved a brand value of US$65.8 billion, representing 14% growth over the previous year and ranking it 70th globally.

The improvement in the economic value of the country brand is explained both by a 2.8-point increase in brand strength and the maintenance of its A+ rating and by a favorable economic context, with positive growth projections driven by macroeconomic stability, private consumption, and energy leadership (+95% of the renewable matrix).

According to the British consulting firm’s annual report, Uruguay once again stood out internationally for its institutional strength, commitment to sustainability, and the human quality of its society. This year’s report reveals an encouraging outlook for the country’s international positioning and consolidates attributes that set it apart in Latin America.

According to the study, Uruguay is perceived as a politically stable country that respects the law, has high ethical standards, and is inclusive. These perceptions make it one of the most admired countries in the region for its institutional functioning.

One of the most encouraging findings is Uruguay’s strong familiarity and reputation with Argentina and Spain, where it ranks highly in institutional quality, education, sustainability, and business environment. This represents a solid foundation for building commercial, cultural, and diplomatic ties.

Brand Finance analysts also highlighted Uruguay’s strategic role as a “trusted brand” in the Latin American context. Uruguay could position itself as a regional broker or leader on issues such as climate change, human rights, and the rule of law,” they emphasized.

In commercial terms, Uruguay stands out for its ease of doing business, although there is still room for improvement in its global perception of its exportable products and brands.

The report also highlights Uruguay’s opportunities to attract investment and talent in high-value-added sectors such as renewable energy, technology, and innovation. While the country is already recognized for its stability and institutional quality, it still has the potential to consolidate itself as a hub for technology services and entrepreneurial ecosystems, especially in areas related to the green transition, digitalization, and creative industries. Strengthening the international perception of these capabilities would position Uruguay as a competitive and differentiated destination on the global stage.

The Brand Finance study was conducted in 2024 and is based on public perception data, economic indicators, and global surveys covering 193 countries. The British consulting firm is one of the leading corporate and national brand valuation firms. It annually produces the most widely consulted global indices for governments, investors, and international trade players.

Brand Finance confirms that Uruguay projects a solid and ethical image and has the conditions to convert that reputation into more investment, tourism, and international trade.