Branding Latin America

This volume is a must-read for scholars and students interested in the interdisciplinary study of place branding. Besides the Latin American perspective, the authors contribute to the discussions that focus on tensions between media versus policy, culture versus economics, and external image projection versus internal identity construction and resident reactions. -- Robert Govers, independent advisor, speaker and author on the reputation of cities, regions and countries
This excellent book provides a robust and eloquent critique of contemporary nation branding practices in Latin America, a geographic area hitherto under-represented in the literature. The range of case studies is compelling and fascinating. In forensic detail the authors analyse the actors and processes involved in nation branding campaigns, demonstrating that nation branding can often be sadly lacking in transparency. -- Keith Dinnie, Middlesex University
Branding Latin America delves into the polemics of nation branding throughout the region and offers important insights into how these nation-states articulate national brand value in the face of globalization’s homogenizing forces. The authors expose the polytonality of nation branding and raise critical questions about heritage and economic tensions in which stakeholders’ views are articulated. -- Joseph L. Scarpaci, Center for Cuban Culture + Economy