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Branding, process in which we build a brand, making its personality and objective clear. It is what you feel and think of a product, service or place, in a few words, its the impression left by the brand on people. It is not only the visual and graphic design elements, but also a series of experiences that make the relationship between the brand and the consumer more interesting.

The benefits of branding are clear as it gives credibility to the brand, transmits values, makes a brand more memorable, maintains its essence in its communication, is clear about its objective and, last but not least, humanizes the brand.

After this brief summary of what branding is, we are going to focus on what a country brand is.

MarcaPais-Branding

Country Brand is a strategy to capitalize the reputation of a country used to attract tourists and new negotiations to it. It is based, like a company, on an image that evokes all aspects of a country, highlighting the cultural qualities of its inhabitants.

But a country brand is not easy to manage because it depends on its reputation. The country is made up of companies, leading brands, societies, even rulers, but the essential point of the country brand is to separate “perception” from “reality”; show the differentiating elements that you from one to another country.

Values, customs or culture, are developed over the years, so it is something not as manageable as would be in the case of a company where we have the particular way to establish our beliefs, directions or plans where we want project us more easily. Just as every company adapts to the coming changes over the years, a country does the same, only that it depends on the objectives set by the government in charge, taking into account the income it generated in the past years to improve its investments or know where they could get more potential.

MarcaPais-Logos

Some countries maintain their identity unit with clear features of how they are known abroad, for example: Canada has the Maple leaf, Bahamas forms its islands with figures, the United Kingdom has the patterns of its flag, etc.

Many times you tend to confuse the country brand with your flag but it should not be like that. The flag is the representation of a group of people in a territory but as you know, this symbol is respected and untouchable. A country brand tends to evolve and be more open to design levels.

Influence on social networks

Travel-Search

According to the study made by Google Traveler on the behavior of Spanish travelers in 2017: from inspiration to destination, travelers are willing to spend more time and money looking for a good activity. In fact, almost half of them start their trips in a different place than their residence and 38% of them added this place as an active part of their vacations … The inspiration of the trip is digital for the most part. In fact, 67% of travelers seek inspiration in digital channels. Online inspiration is full of value impacts. Online advertising, social networks, blogs, online agencies … the range is huge and brands have their opportunity on the internet from this moment…

Brand-MarcaEspaña-Redes

@marcaespana

Brand-MarcaRepublicaDominicana

@gorepublicadominicana

@marcapaiscolombia

Brand-MarcaPeru

@peru

Brand-MarcaUSA

@visittheusa

As networks are a good platform to express ourselves, some country brands add touches of what represents them. Here we have some campaigns promoting the country brand:

Spain Brand

España-MarcaPais

Its identity is based on the coat of arms of its flag and in a minimalist way with a San Serif typeface with a modernism connected to the colors that represent them. It highlights the country’s potential through its great heritage and the history that surrounds it.

Argentina Brand

ARgentina-MarcaPaissArgentina has a new image that has caused great controversy when criticizing the brand as minimalist, being similar to a technology brand. It keeps its particular blue with a shade darker than its flag. A neutral hashtag #VivíArgentina wraps us in its jocular way of associating things which are recommended by a taster of Argentine destinations. What you are looking for has a place.

US Brand

USA-MarcaPais

This brand presents a fresh identity that detaches itself from American patriotism. Each point has different colors making reference to each visitor, investor, countryman, is part of the great power that is the United States. His most recent video includes a trip through the musical genres that are linked to the United States.

Colombia Brand

Colombia-MarcaPaisThe identity unit of Colombia was redesigned. Blue to highlight the richness in rivers and seas, yellow for the sun and minerals, red for the talent, warmth and passion of its people, purple poila variety of flora especially the orchid (national flower) and green for the mountains, valleys and plains.

Dominican Republic Brand

RepublicaDominicana-MarcaPaisThis is a logo a little old for the identities that we have already seen (yes, I admit that it is not so flashy). Highlights the essence of the Dominican Republic island with an isotype full of color, mountain, beach and sun. In this identity, it remains in a space more focused on tourism.

A journey full of adventures, laughter and unforgettable moments is what makes this campaign clear. Step by step visiting Quisqueya (Dominican Republic) showing from its most crowded places next to its beaches, activities promoting ecotourism and its cultural mixture represented in the dancing, food and diablos cojuelos characteristic of the Dominican carnival.

Mexico Brand

Mexico-MarcaPaisA logo more focused on its culture and with a color that breaks the typical isotope that some country brands use. It maintains the essence and has been accepted as a very consistent identity that survives the passage of time firmly.

As its communication axis says: Let’s all travel through Mexico. Tell the story of a traveler who changed everything to venture and trip, changes your life.

Peru Brand
Peru-MarcaPais

Using the P as a reference for the Nazca lines and, in turn, a @ is seen giving it a more modern and technological touch.

This is one of the most recognized brands in America. From identity to experience. Implement the experience as a main factor for your visitors. This documentary makes it clear that wherever you are, Peru will come to you with its unique culture!

As you can see, countries such as Mexico, Argentina, Peru or the Dominican Republic have managed to strengthen their image in the field of tourism and investment. The promotion of the image of a country or a city must start from reality itself, trying to promote the most competitive and the most interesting attributes of each place. Share your country brand!

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