Idioma y marca país: propuesta de crear una marca global para promocionar el español
Language and Nation Branding: Strategy to Create a Global Brand to Promote Spanish Language

Summary/Abstract: This paper highlights the importance of developing a nation branding strategy to increase market share for domestic products and strengthen foreign policy tools. Improving national reputation is a key element in our current global society. The language is one of the vectors that contributes to configure a nation brand. Spanish is one of the main international languages, with a promising future expansion, therefore a valuable active to build a nation branding strategy for any Spanish-speaking country. However, its impressive number of native speakers doesn’t turn into a high prestige nor a consolidated presence in international forums. It is essential that the Spanish-speaking countries become aware of the importance of the Spanish language and its economic value, in order to address a joint promotion of it through the creation of a common brand, with which to overcome individual promotion efforts. In the past, especially during second half of the nineteenth century, pan-Hispanic theories have been proposed with the aim of creating a political-economical community of Spanish speaking nations. This conception is now overcome, and has been replaced by a linguistic pan-hispanism promoted by the academies of the Spanish language, guarantors of Spanish language unity. Linguistic pan-hispanism must now take a further step to develop itself into a marketing strategy through a Hispanic global brand based on the language and to promote it.

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