From Pillage To Association

Changes in the relations between Iboamérica and Spain

Gastón Martínez Heres
Director, Inner Brand Planning, Spain.
and
Paulo 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 stimulus, a support or a threat. The integration of the 'other' is conditioned according to his/her imagined origin, such as in his/her identification as friend/ally or foe. In the dynamic and progressively more global society in which we live, this problematic is currently manifest through the international displacement of capital and people.