The year 2025 has unfolded amidst several contingencies that have affected the lives of people and countries. The days when time passed in a kind of boring everyday life due to relative peace seem far away. However, recent years have shown us that prevention and resilience are skills worth instilling. In the face of such a volatile environment as the current one, country brands have re-emerged with particular relevance in many aspects of life.
This fact is no small matter. In such a polarized world, countries have leveraged their image in the international community. This has been made possible thanks to objective characteristics such as their economies and military power, as well as softer conditions such as entertainment and tourism. This is also evident in Latin America. Below we present four circumstances related to country branding that you should consider within your market research.
Nationalism. In such a hostile environment, every country seeks to strengthen its own image both within and outside its borders. These are times when aspects such as “homemade” take on special value. Companies and governments often focus their efforts on promoting national products and services, clearly reflecting their opposition to the “other”—whatever that “other” means in each region. In some cases, this task may extend to allied countries. It’s worth figuring out which position best suits you or evaluating short-term strategic changes.
Tariffs. For several years now, we’ve been immersed in a clear trade war that negatively impacts the international market. After being convinced that the best idea to ensure growth was the internationalization of companies, we find ourselves in the midst of an environment that punishes and erects walls in the midst of an increasingly interdependent world. Faced with so many shocks, it’s important to evaluate which business flows are worth sustaining and which ones should be put on hold.
Prestige. Both consumers and companies have an idea of what a country or nation represents. The most recent wars attest to this. Although there have been calls for boycotts of supplies from countries identified as aggressors, opinions are sharply divided within each country. This scenario makes the market more complex because people, at least, are more sensitive to events that previously didn’t provoke major reactions and now demand protests on different fronts.
Protected market. As a general rule, competition tends to encourage innovation and continuous improvement. However, efforts are now being made to prevent this condition from being maintained. Many of the actions that encourage a resurgence of protectionism may seem like mere whims, seeking more than anything to undermine trust between countries. In these cases, it is an interesting opportunity to discover which sectors are being driven by these measures to grow in the short term.
The future seems very uncertain at this very moment. For years, there have been signs that a major international conflagration is possible almost at any moment. Others are more optimistic and trust that differences will be resolved in settings other than the military. However, the new battlegrounds we have recently witnessed include trade. For this reason, Market Research emerges as a powerful ally to best address the current situation.
At Acertiva, we stay on top of developments to offer the best solutions to our clients. Thanks to our more than two decades of experience conducting market research in LATAM, we can offer you a team of analysts and strategic partners to meet your needs. We have representation in the main countries in the region. Take advantage of our free fifteen-minute consultation to let us know about your plans. Then, together, we can begin writing your next success story.
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