President´s image strengthens Country Brand

By Pittaluga Abogados

The management team of Country Brand "Uruguay Natural" will try to benefit from President José Mujica´s positive image in order to maintain the successful international status the Country Brand has achieved.

According to the government´s monitoring of international media, since last year Uruguay is mainly known for its president and some of his most recent legislative reforms, such as laws on assisted reproduction or marijuana regulation. British weekly newspaper The Economist named Uruguay 2013 country of the year thanks to some of those reforms and Mujica´s humble way of living.

Although the President will leave its position on March 2015, strategies to keep taking advantage of his image are already underway. "I think his figure has acquired a certain autonomy beyond the Presidency itself. Its possible will begin to invite him to international lectures as to keep him as a reference in relation to Uruguay," said Benjamin Liberoff, director of the Ministry of Tourism and Sports, to Búsqueda weekly newspaper.

"Mujica is an important figure but there are also national brand ambassadors such as world known artists and athletes that we will also begun to exploit", Liberoff added.