Uruguay, the country brand with the strongest track record in Latin America, visited Chile

The country brand manager of Uruguay XXI, Larissa Perdomo, highlighted the long history of the Uruguay brand during the Encuentro Imagen Chile 2023, which brought together representatives of the public and private sectors, as well as marketing and communication specialists to exchange learnings on how to strengthen the country brand.

Perdomo explained that with over 20 years of continuous promotion, Uruguay’s country brand had achieved a strong position worldwide and highlighted its most outstanding participation in global events such as the Soccer World Cup or the World Expo, recently held in Dubai. She also mentioned the actions of the Uruguay brand as president of the Ibero-American Council of Country Brands (CIMAP for its acronym in Spanish) and the challenges ahead.

“After 20 years (of creating the Uruguay country brand), our exports diversified their markets; Foreign Direct Investment rates increased, and the number of countries investing in Uruguay increased. The number of tourists and residents also grew”, said Perdomo in her presentation.

In an interview with Chile’s Diario Financiero, Perdomo assured that, according to the latest 2022 measurement by Brand Finance Nations, the Uruguay brand exceeds US$ 50 trillion. “The calculation is quite complex: many variables are involved, but what has been most significant in the strong increase in brand value has been the country’s credibility, political stability, respect for laws and trade agreements, as well as our commitment to fulfilling our obligations,” she explained.

The event in Chile aimed to discuss how Chile inserts itself into the world through a story that promotes talent and creates international opportunities. The main topics of conversation were the collaboration between the public and private sectors to build the country’s image, along with aligning Chile’s messages to the world.