From Pillage To Association
Changes in the relations between Iboamérica and Spain
Gastón Martínez Heres
Director, Inner Brand Planning, Spain.
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.