Argentina Updates its Nation Brand
Nation branding is a developing field that aims to manage the reputation of countries by highlighting their traditions, culture and products so as to build relationships between different actors that are not restricted to other nations alone. Well aware of that trend, Argentina has updated its own nation brand.
On July 14, 2021, Argentina updated its new nation brand logo via Decree No. 460/2021 (which repealed prior Decree No. 191/2018 and its amendments) and put forward a new national strategy to enhance Argentina’s image abroad.
A per the decree, the Ministry of Tourism will be responsible for assisting the President and the Cabinet Chief in all matters related to tourism and, in particular, for promoting the Argentine brand. The decree also adds that:
1) Argentina’s nation brand is as of now Argentina’s official trademark and is aimed at regulating and standardizing the country’s image worldwide. The new official logo was updated and is available HERE.
2) The nation brand may only be used as indicated in Argentina’s “Nation Brand Manual” and “Nation Brand Regulations,” which has to be approved by the Ministry of Tourism and Sports.
3) An “Inter-ministerial Committee for the Argentine nation brand” has been created to develop and implement Argentina’s “Nation Brand Strategy” for the country’s international positioning and for the promotion of tourism, culture, talent, exports, and direct foreign investment. The Committee will be chaired by a representative of the Ministry of Tourism and Sports. The Ministry will be in charge of the nation brand’s technical, administrative and operational management.
This insight is a brief comment on legal news in Argentina; it does not purport to be an exhaustive analysis or to provide legal advice.