The communication addresses the topic of ambassador brands and the importance of a country's Nation Brand in the international context. It argues that reference brands should assume an ambassador role, transmitting competence and economic value in global markets.
The text emphasizes the need to create a collective strategic sense around an agenda that involves all sectors. This collaborative approach would be fundamental to consolidate the country's image in competitive and demanding markets.
The SK Agenda, designated as "Sharing Knowledge", is mentioned, which appears to be at the center of this international promotion strategy. The article, however, is incomplete, ending abruptly during the reference to this initiative.
