From pillage to association

This paper examines the recent changes with respect to Spain's image in Latin America, related to its prominent position as foreign investor in the region.

From Pillage To Association

Changes in the relations between Iboamérica and Spain

Gastón Martínez Heres Director, Inner Brand Planning, Spain. andPaulo Carramenha Director, Inner, Brasil.

WHY DOES THE COUNTRY BRAND IMAGE PLAY A CENTRAL ROLE ON THE AGENDA OF POLITICAL AND ECONOMIC LEADERS?

'The controversy surrounding the Spanish investments in Latin America cannot be compared to the previous anti-North American protests, but … says a Spanish Banker settled for years in the region' (El País, Madrid, 10-5-99)

The other, the foreigner, has always been a mobilizing factor for people and societies as either a...

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