ARGENTINA’S NATIONAL BRAND – DECREE 460/2021
By Raquel Flanzbaum and Antonella Balbo.
On July 14, 2021, the Argentine government issued Decree 460/2021 (“the Decree”), establishing “ARGENTINA’S NATIONAL BRAND” as an Official Brand to formalize and standardize the image of the country in the world.
The key innovations of the Decree are as follows:
- The update of the design of the previous “ARGENTINA’S NATIONAL BRAND”, provisioned in the Decree 191/2018, repealed by this Decree;
- The Ministry of Tourism and Sports will be the competent authority to enhance, promote, and develop the new brand image of the country;
- The Ministry of Foreign Affairs, International Trade and Worship will be the governmental body in charge of all matters related to the Argentinian Foundation for the Promotion of Investment and International Trade, whose primary objective is the development and promotion of exports, international trade, associations, alliances and links between Argentina and foreign companies;
This is the new isologotype of the “ARGENTINA’S NATIONAL BRAND”:
The Ministry of Tourism and Sports must approve both the “Argentina´s National Brand Use Manual” and the “Argentina’s National Brand Regulations”, which will determine its correct use.
The Decree also establishes the creation of the Inter-ministry Committee for the Argentina’s National Brand, which will develop and enforce the “Argentina’s National Brand Strategy”, with the main purpose of its international positioning, including exports and the promotion of foreign investments.
Said Committee will be formed by the Ministry of Tourism and Sports, the Secretariat of Media and Social Communication of the Chief Cabinet Minister, and the Ministry of Foreign Affairs, International Trade and Worship.
Undoubtedly, international trade, tourism and culture are fundamental mainstays for development, and therefore the “ARGENTINA’S NATIONAL BRAND” is and will be an important tool to promote, in a global world, the economic growth of the country.
For further information please contact: rflanzbaum@ojambf.com.
