MARCAR PAÍS: ECUADOR ANTE EL MUNDO

Abstract

The states are caring about the way they want to be perceived by others, therefore, the “Country Brand” becomes the expression of their identity. To work on it in an integral way is a long-term action whose purpose is to strengthen the cultural presence, to attract investors, to promote both local and international tourism and to make competitiveness stronger. In the current paper of literature review, the country brand – Ecuador, its building process and the purposes of this strategy, were analyzed. There were also analyzed strategic actions of countries such as Colombia, Peru and Chile, contrasting them with the Ecuadorian case. In order to accomplish this, concepts and contributions about the meaning, the foundations and elaboration of “Country Brand” were covered. The results show that, even though, the Ecuadorian plan has produced some results in the hospitality area and, as a tourist destination, in the business (investments) and cultural area the results are not significant. Therefore, it can be concluded that, although, the Ecuadorian government has made economical efforts to place the country as one that loves life, it is also true, that it hasn’t involved neither private nor public sectors, ONGs, the Church, producers, exporters, as part of a country project, which, as a consequence, hasn’t let Ecuadorians feel completely identified with the implemented strategy.