Interview: Lina Maria Echeverri on Country Branding in Latin America

From a country branding and reputation perspective, Latin America is a very interesting region to learn from. In this interview, Lina Maria Echeverri, director of the Country Brand Observatory (Marca País), shares her thoughts on place branding in South America and the reputation of Colombia.

Learn about:

  • The country branding of Peru and Costa Rica as good practice examples;
  • To what extent a country’s political environment and its business leadership influence the process of constructing a country brand;
  • The main purpose and challenges of country brands in Latin America especially;
  • The difference between public diplomacy and country branding in terms of purpose;
  • The current state of country branding practice in Latin America.

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The Editorial Team

Hi there, we hope you've found this article useful. Want to stay up to date on latest place branding insights, stories and examples? Sign up for our free email newsletter! You might also be interested in our services. Have a question or suggestion? Get in touch!