Colombia is chosen as the best country brand in Latin America in 2020

On Wednesday, December 16, Procolombia announced that the Colombian Country Brand was awarded as the best in Latin America in 2020 at the Country Brand Awards.

These awards independently evaluate three fundamental components in the construction of the country brand: the ability to generate an economic brand by attracting foreign investment, talent and promoting exports; the ability to build a tourism brand; and a new axis, which responds to the management of the covid-19 crisis.

On this occasion, the recognition of the economic brand focused on the ability of countries to attract foreign direct investment, talent and promote their exports.

“This new recognition makes us proud and motivates us to continue working with our country brand with conviction and perseverance in optimism, to show investors around the world all that is best in Colombia and, hand in hand with foreign direct investment, to we continue the path of reactivation, growth and competitiveness “, said Flavia Santoro, president of Procolombia.

According to the entity, the international jury recognized the successes of the Colombian territory in promoting its country brand by promoting its economy, occupying the third position in America with a score of 5.72, after Canada with 7.25 and the United States with 6.37. Further, it was the only Latin American country awarded in the category.

Globally, the three best ranked countries in this field were South Korea, Singapore and Japan.

On the other hand, Germany (7.45) was the big winner in Europe, followed by France (6.83) and Sweden (6.28) and in Africa, Morocco and South Africa were tied for first place with an average of 5.6.

This recognition, which will allow it to attract more foreign direct investment, talent and export promotion through its country brand, is in addition to the one recently awarded by Site Selection magazine, which honored Columbia for the best investment attraction strategy in Latin America.

It is important to note that the Global Competitiveness Report (IGC), which is prepared by the World Economic Forum (WEF), showed evidence of a strong improvement in companies’ perception of Colombia’s competitiveness, because it improved in 45 of the 51 measured variables.

The greatest progress was presented in the pillars on the quality of institutions, infrastructure, workforce skills, business dynamism and innovation capacity.

The results also include an improvement in the perception of Colombian institutions.

Entrepreneurs have a better view of the government’s long-term vision, its ability to respond effectively to change and the stability of public policies.

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