Uruguay Natural

By Pittaluga Abogados

Uruguay organized a workshop to analyze and boost its Country Brand, “Uruguay Natural”. The workshop, directed by the Ministry of Sports and Tourism, focused on the tools to strenghten the Country Brand and improve the positioning of Uruguay in the world.

Uruguay Natural emerged in 2001 as an idea of the government to identify the brand with tourism, referring to Uruguay´s natural sceneries such as its large beach coast and traditional countryside. Nevertheless, today the authorities are trying to use the brand as an “umbrella” for subsidiary concepts, adding non-directly natural elements to the brand.

The country doesn´t have mountain ranges, deserts or waterfalls, therefore the idea is to associate Uruguay Natural with other distinctive elements such as criollo horses, wines, the anti-tobacco law, one of the best software industries of the region, being the first country to implement the One Laptop per Child program, having 90% of literacy and 100% of meat traceability, and don´t having autochthonous cholera or dengue.

However, there might me problems to register the term “Natural” in foreign countries.