El Salvador launches new Country Brand: Great as its people

By Portal & Asociados

El Salvador has a new Country Brand! The Central American nation finally inaugurated its new image, which is focused in the values and handwork of its people. "Our new Country Brand highlights many things about our country, but the most important one of all is its people. We want to emphasize with the Country Brand that El Salvador is as great as its people", said during the launching Sigfrido Reyes, president of the Export and Investment Promotion Agency of El Salvador (Proesa, for its Spanish acronym).

"El Salvador, as great as its people" is the slogan of the new Country Brand, which was developed by United States based brand consultancy Interbrand, who won a national and international public contest. The Country Brand represents the strength, the drive and the spirit of the Salvadoran people in the 14 departments of the nation. It also features the indigo, the pacific blue, the green European anchovy, the pink ilama and the red mombin as its main colors, all of them distinctive of the geography, the natural riches and the craftsmanship of El Salvador.

Reyes explained that the new Country Brand "will be a blow" to vandalism and despair, as it will promote El Salvador as a country worth of investments, export markets and tourism thanks to its many resources. "Besides from our people, the Country Brand of El Salvador is a tool that will allow us to position ourselves and highlight other positive aspects of our country. I am referring to our landscapes, our infrastructure, our competitive costs, our gastronomy, our art and our culture", he stated.

The Country Brand was launched on March 28 during the First International Investment Forum El Salvador 2017, with representatives from 36 countries and about 550 national and international companies.