Several Uruguayan products and services that are sold abroad are exhibited in markets with the country brand “Uruguay”which, as highlighted by Uruguay XXI, represents “the best values of the country”, those that make it unique.
Now, this logo, easily identifiable by Uruguayans around the world, can be on national products for free, with international certification, and for longer than it used to.
Uruguay XXI presented a new licensing of the country brandthrough which, through an agreement with the Uruguayan Technological Laboratory (LATU), companies can access an LSQA (LATU Sistem Quality Austria) certification free of charge, and with it, the “Uruguay” brand.
To access the benefit of this agreement -since certification has a cost if the companies do it individually- the firms must report that they meet certain requirements based on leadership, management, sustainability, origin and export capacity, which are the pillars of certificationexplained to Coffee & BusinessLarissa Perdomo, Country Brand Manager of Uruguay XXI.
This will be done through a form with a score, companies that do not reach a minimum of 50% in that score will not be able to access the brand.
$50 billion mark
The “Uruguay” country brand, which seeks to promote the positioning of Uruguayan companies in foreign markets, has managed in 20 years to diversify export markets, increase foreign direct investment rates and the number of investor countries in Uruguay, tourists and foreign residents, reported Uruguay XXI.
According to the latest measurement by Brand Finance Nations, from 2022, this national brand has a brand value and country positioning of US$ 50 billion. To give this assessment, the agency considered Uruguay’s credibility in international markets, political stability, respect for laws and trade agreements, and the seriousness of compliance with obligations.
Companies that want to be certified by this brand must complete a form and achieve a score of 50% or more. in compliance with the items consulted. The process begins online, through this link.
Companies that obtain between 50% and 80% of the score must go through a consulting process to see if they are suitable to access certification, and comply with an action plan to achieve it. This is part of a public-private agreement signed by Uruguay XXI and the Technological Laboratory of Uruguay (LATU), the institute will pay LATU for four consulting hours per company. If companies need more consulting hours, they must agree with LSQA, Perdomo explained.
While those who obtain 80% or more in the score of the form will go directly to the certification (free of charge for the firms or for Uruguay XXI).
Some of the requirements that companies must meet to access the Uruguay brand are: having operations in Uruguay and maintaining a workforce of at least 75% Uruguayan workers; it should also be stated on the form if it matters; if it exports or has the capacity to internationalize; at least 50% of its shares must belong to Uruguayan capital; and the percentage of the workforce that are women will also be considered.
Another novelty: more years
Until the covid-19 pandemic, country brand licensing lasted two years, and one of the novelties of the new system is that now the period is three years. Once this contract ends, the companies will have the possibility of renewing it to continue using the brand.
Uruguay XXI had 1,000 member companies using the country brand. Those contracts expired, and this Wednesday the first firms certified by the new licensing were presented.
These companies are: Uruguay Airports, Aeromás, Don Báez, Cabaña La Constancia, Avali, Manolo, Bodegas Garzón, Central Lanera, Alfajores de las Sierras de Minas, Campo Longley, Granja Naturalia, Rastaman, CPA Ferrere, Saman, Laboratorios Apiter, These , Ruralanas, Uruguayan Gifts, Migrating to Uruguay, Estudio Hugalde and Umuntu.
“The certification has the objective of adding a powerful tool for exporting companies and those with export potential in Uruguay. For us it is a duty to continue approaching all the companies in the country so that they can embark on the export path or strengthen it, since they are more innovative, competitive, productive and, therefore, more profitable”, said Sebastián Risso, executive director of Uruguay XXI, during the launch of the new licensing.
