Latin America
Country Brand Report
2015/16

The value of measuring country brands

The Latin America Country Brand Report analyze the strength of perceptions of the 21 nations in the region, based on a quantitative data and information provided by informed opinions and frequent travellers (business or pleasure) from outside of Latin America.

This report, focused on the Latin American region, embraces the methodology of our global “Country Brand Index” investigation, which since 2005, has studied perceptions and associations of countries in the same way we measure consumer or corporate brands.

FutureBrand was among the pioneers of this approach, exploring the initial hypothesis that the strength or weakness of perception of a country can influence peoples’ decisions to choose them as places to visit, live or invest in. This provides countries a competitive advantage in a global market for tourism, education and investment, and builds evidence for proactive country brand management.

The investigation

RESPONDENTS FROM 15 COUNTRIES

  • Australia
  • China
  • France
  • Germany
  • India
  • Italy
  • Japan
  • Russia
  • South Africa
  • South Korea
  • Spain
  • Turkey
  • United Arab Emirates
  • United Kingdom
  • United States

2000

RESPONDENTS

21-65

YEARS OLD

FREQUENT TRAVELLERS
BUSINESS &
PLEASURE

Our Methodology

We use FutureBrand's proprietary Hierarchical Decision Model (HDM) for determining how key audiences –including residents, investors, tourists and foreign governments– perceive a country's brand, from mere awareness to advocacy.

This model provides perceptions that help as measure how well developed a brand is and also how to approach it. Moreover, our HDM allows us to measure the performance and relative progress of a country. In a nutshell, the HDM considers the following variables:

AWARENESS
FAMILIARITY
ASSOCIATIONS
PREFERENCE
CONSIDERATION
VISITATION
ADVOCACY

Top Ranking

  • 1 brazil
  • 2 argentina
  • 3 mexico
  • 4 chile
  • 5 peru
  • 6 costa rica
  • 7 panama
  • 8 cuba
  • 9 puerto rico
  • 10 uruguay
1
2
3
4
5

Key Findings

  • Brazil, indisputable leader
    Brazil gets first place in almost all dimensions evaluated and leads the general ranking for the second year in a row.
  • Mexico and its rebound
    The other Latin American giant manages to climb three positions on the podium.
  • The revelation: Cuba
    Cuba, up four places, has climbed the most positions in the ranking of any country.
  • The weight of brands
    Those countries that lead are also the ones that achieve greater recognition of consumer and business brands from their country.
  • Anchor in natural resources
    The region is most recognized for its category expertise in food, agriculture and minerals.
  • Regional strength: Experience
    The region performs better in those dimensions related to experience, mainly in "Heritage and culture".
  • The approval of India
    India has the most favorable opinion towards Latin America.
  • Internal crisis are non exportable
    Negative news and the downturn that certain countries in the region are experiencing on security, politics and economics do not have a significant impact on the external perception.

Download the full record here:

FutureBrand is a global brand and innovation consultancy with 24 offices around the globe, 6 of which are based on Latin America. As a network we combine diverse national identities, stories and experience. As a company, we share a simple conviction: the future is not something that happens to us but something we create.

We have been pioneers of Country Branding for more than a decade, working with Australia, Argentina, Peru, Singapore, Costa Rica, Chile, Mexico, St Lucia, Dubai and Qatar, just to name a few. Furthermore, we have given shape to multiple export products with country brands- including national airlines and sectorial brands- and helped create city brands, regional brands and important corporation brands from different countries.

For further information on the Latin America Country Brand Report, FutureBrand’s services or personalized information, please contact:

FUTUREBRAND LATIN AMERICA
Gustavo Koniszczer
koni@futurebrand.com
FUTUREBRAND BOGOTÁ
Gabriel Alarcón
galarcon@futurebrand.com
FUTUREBRAND MÉXICO DF
Ileana Cóppoli
icoppoli@futurebrand.com
FUTUREBRAND BUENOS AIRES
Maria Eugenia Piacentini
mpiacentini@futurebrand.com
FUTUREBRAND SAO PAULO
Hélio Carvalho
hcarvalho@futurebrand.com
FUTUREBRAND LIMA
Julia Viñas
jvinas@futurebrand.com
FUTUREBRAND SANTIAGO
Gabriel Badagnani
gbadagnani@futurebrand.com