Mexico and Brazil are the Latin American countries where Spain has the highest standing, while Chile and Colombia are the ones that have the worst impression of the Iberian nation, a report released by Corporate Excellence said.
Latin America, in general, has an opinion of Spain that is worse than the average of the G-8 countries, the world’s top industrial powers, the report - which bases its conclusions, in part, on the report prepared by the Reputation Institute - said.
In general terms, any European nation is better-regarded in Latin America than Spain, Corporate Excellence director Angel Alloza said.
Corporate Excellence is comprised of the main Spanish corporations.
Alloza, a psychologist who is an expert on corporate reputation, presented the report’s conclusion during his address Tuesday at the “Spain in images” forum held at the Hispano-Colombian Chamber of Commerce in Bogota.
The most valued aspects of Spain in Latin America are the natural environment, the quality of life, the friendliness of the people, the educational system and the position of its products, services and companies, while the things that have the worst reputation are the country’s political situation, economy, the efficient use of resources, technology and social well-being.
Spain’s reputation fell from 16th place in 2012 to 18th place in 2013, a move that proves that this kind of perception is persisting and is difficult to change it overnight.
The aspect of Spain that was most often portrayed in 2012 by the international press was its tourism sector, beaches and cultural richness, despite the social breakdown stemming from the second phase of the financial and economic crisis, and that perception has lasted for years, motivating the authors of the report to recommend that people “not have expectations of radical change” in the perceptions of the country’s brand.