THE PROJECT
Mexico´s image could use a boost. Now more than ever this country needs for the world to see its positive side, given the toll on tourism and business due to the COVID 19 epidemic.
We all know that a strong country brand can help build the value of a product brand, but “The Ambassador Brands Project” believes that the opposite also holds true. Brands have the power to build acountry´s image.
The scope of the project is to annually release the “The Ambassador Brands of Mexico Report” , followed by a book about ten of the winning brands.
METHODOLOGY
¿WHAT IS AN AMBASSADOR BRAND?
They are brands of Mexican origin, although they might be foreign-owned, which positively reflect Mexico´s image to the world.
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PRELIMINARY PHASE: Choosing the Noominees
The brands were nominated by the 22 Panel Members. Each member nominated ten brands that met at least four of the following criteria:
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International Awards and Recognition
The brand has received an award, ranking and/or recognition made by an international organization, presence in international media, etc.
The international entity may be based inside Mexico or located abroad.
Good reputation & Build Positive Image
Creates confidence and positive image for the country and the Mexico brand, building a positive conversation.
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International Scope
The brand has presence in other countries or is in ongoing contact with foreigners in Mexico.
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Add Value to the Mexican market and the world
It promotes Mexico´s brand reflecting positively on the country’s values and generates innovation, science & technology development, quality, sustainability, business opportunities, promotes investment attraction and creates jobs.
FIRST PHASE: Selecting the 28 Ranked Brands (short list)
Each panel member chose 10 brands to be shortlisted, which were agreed by the same panel members in coordination with The Ambassador Brands team, considering the following criteria:
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Contribute positively to the reputation of Mexico´s brand in and outside the country
Brands can contribute in different ways. For this project, it is very important that brands have been awarded honors, awards, distinctions and international recognition. A couple of examples of this might be: A Mexican wine brand receiving the award for "The Best Cabernet Sauvignon in the World" ; a Mexican fashion designer being chosen to "Design the uniforms for NASA", or when a Mexican Bank gets listed on the "Top 10 Global Banks".
Honors and international recognition generate international press coverage and by doing so they amplify the country brand´s positive message through social networks.
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International reach
The brand has presence in other countries or is in ongoing contact with foreigners in Mexico. This might include having an international presence or distribution, representations or physical operations in other countries.
SECOND PHASE: Choosing the 10 Finalists
The Ambassador Brands team prepared the descriptive sheets for each of the ranked brands (short list) so each of the panelists had relevant information of the brands during the evaluation and selection of the 10 finalist. Each of the 10 brands was ranked by each panelist. The three criteria used by The Panel fo the 10 finalist brand ambassadors are:
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International Awards and Recognition
The brand has received an award, ranking and/or recognition made by an international organization, presence in international media, etc.
The international entity may be based inside Mexico or located abroad.
​
Good reputation & Build Positive Image
Creates confidence and positive image for the country and the Mexico brand, building a positive conversation.
​​
Add Value to the Mexican market and the world
It promotes Mexico´s brand reflecting positively on the country’s values and generates innovation, science & technology development, quality, sustainability, business opportunities, promotes investment attraction and creates jobs.