SUMMARY
According to Bloom Consulting, in terms of brand awareness, Uruguay ranks 65th out of 193 countries worldwide in terms of tourism and 62nd worldwide in terms of economic attractiveness(Country Brand Ranking-2017 / 2018). Today, the country wants to capitalize on this positive image and extend its brand to new themes such as the environment, the country's natural diversity, culture and technological innovations. Uruguay Natural Brand is an umbrella brand with several brands associated with different economic sectors.
Keywords: branding, brand, umbrella brand, country brand, nation branding, territory, Uruguay
Illustration: www.ameriquedusud.org
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