Promoting Identities: An Overview of the Development of Nation Branding in Latin America

This study analyzes and compares nation branding strategies implemented by Argentina, Brazil, Chile, Colombia, Mexico, and Peru, since their first initiatives until 2020. Literature on nation branding in the countries under study is explored. The strategies implemented by each country were analyzed and compared. Argentina maintained a strategy focused on tourism but underwent logo and institutional changes. Brazil sought to stand out as a technological and innovative country. Chile focused on promoting investments and exports while creating a national identity. Colombia promoted international and domestic tourism, aiming to improve its international image and citizens self-esteem. Mexico maintained its logo and strategy of promoting tourism, investments, and exports until the dissolution of ProMexico under López Obrador’s administration. Peru maintained a strategy focused on tourism and gastronomy. During their first two decades, nation branding in Latin America has been characterized by, firstly, being strongly associated with the interests of governments in power. Secondly, by having authorities as main actors, often to the detriment of citizens’ perspectives. Finally, nation branding strategies in Latin America have privileged limited versions of national identity that have been perceived as appealing for international markets.