Abstract:

Globalization trends and regional integration in Latin America have brought major pressure to define which national assets are unique and, therefore, how a country, its people and its economic profile can be characterized in order to ensure visibility and appeal to the international community of consumers. It is the consensus - not solely restricted to emerging markets - that long-term economic growth and sustainability for the domestic corporate world are strongly dependent on the success to identify critical products, services and experiences (likely or promised) that are capable of branding a country's assets.