Uruguay’s Country Brand is an invitation to show the world the very best of who we are and what we do: an identity built on serious work, proven quality, and a way of producing that honors its origins. It is the seal that supports companies, products, and services that represent Uruguay with pride and with facts, highlighting values such as reliability, transparency, and a commitment to continuous improvement.
More than an image, it is a promise: when something carries Uruguay as its calling card, it also carries a way of doing things. From the countryside to industry, from innovation to culture, Uruguay’s Country Brand strengthens competitiveness, enhances reputation, and opens doors in markets where trust is worth its weight in gold.
The Uruguay Country Brand (“Marca País Uruguay”) includes a new licensing model with LSQA certification. It is built on four key pillars that represent Uruguay’s products and services.
Leadership & management
A pillar that represents how organizations lead and manage their activities.
Sustainability
A pillar focused on sustainability as a key value of the country brand.
Origin
A pillar that highlights Uruguay as origin and the identity behind products and services.
Export capacity
A pillar linked to export capability and international positioning.
