Peru, home of the III Country Brand International Forum

By Francisco Espinosa Bellido

Officials from Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Cuba, Ecuador, El Salvador, Guatemala, Honduras, Panama, Peru, Dominican Republic, Uruguay and Venezuela, among other countries, shared experiences and strategies about the creation and management of their respectives brands.

The Ministry of Foreign Trade and Tourism (Mincetur) of Peru, in charge of the organization, stated that the activity will establish Lima and Peru as the meeting points for all of the regions Country Brands.

"The Country Brand is a fundamental tool that works various strategies to position the image of a country and through it promote strategic sectors of a country such as tourism, exports and investments," said the Magali Silva Velarde-Álvarez, minister of Foreign Trade and Tourism.

The III International Forum addressed communication, advertising and marketing topics but also legal field viewpoints such as Country Brand legal protection and the various actions that countries have made to protect their brands.

Australia Unlimited, the Country Brand of Australia, was a study case of the event as a successful brand management experience.