“Latin America and the Caribbean”: case study on regional brand identity and positioning
DOI:
https://doi.org/10.18568/internext.v20i03.829Keywords:
Marca-país, gestão de marca de lugar, place branding, marca-região, América Latina e CaribeAbstract
Objective: The aim of this study was to resolve a decision-making dilemma regarding how to balance the brands of different nations within a geographically limited region. This would integrate the attributes of the competitive identity of the place brand of the Latin American bloc countries into a collective regional identity, ensuring a regional brand positioning that is globally competitive, yet regionally contributive and locally authentic. Method: This was a documentary study with a dataset based on secondary sources obtained from facts portals of Latin American countries that have official country brand programs, rankings of competitiveness of place brand value, content published by the media, and scientific production on the subject. Main Outcomes: The main outcome was identifying the best strategies for positioning the “Latin America and Caribbean” regional brand in a robust, cohesive, and strengthening way, focused on the economic, geopolitical, and sociocultural integration of Latin American nations. Relevance/Originality: This teaching case permeates the state of the art in addressing aspects of identity and positioning of the Latin America Y El Caribe brand, providing students and researchers with immersive theoretical-practical learning about place brand management. Theoretical/Methodological Contributions: The theoretical/methodological contributions include reflections and discussions about strategic brand management concepts applied to the visual identity diagnosis and the regional brand positioning decisions in the context of international competitiveness.
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