In the globalized world of today a well-elaborated long-term oriented nation branding
strategy can help nations to improve and to better control of their nation image. Nation
branding activities increase the countries competitiveness in the global marketplace and help
to foster the tourism arrivals inward foreign direct investment flows and exports and further
they help to attract talented workforce and students. Despite its growing importance most
Latin American countries still have not engaged enough in the area of nation branding and
mostly only focus their activities on the tourism promotion. The regions countries have a good
image regarding soft factors such as their people and tourism attractions but have a weak image
regarding their products and investment opportunities. Brazil has a relatively good nation
image in many dimensions but still has not developed an extensive nation branding strategy.
Chile and Colombia are among the Latin American countries which have started to conduct more
complete nation branding activities. Although such advances can be observed there is still a
lot of improvement potential in the nation branding practices of Latin American countries.
