A country's brand: origins and evolution, the Ecuadorian case

Abstract:

In the last decades, countries in their strategies include the country brand as one of their competitive advantages that will help strengthen its international image in order to promote both tourism and exports. Ecuador has looked for the alignment with the global trend consolidating the process of creating and disseminating the brand "Ecuador loves life"; and in that way the imaginary that communicates, and contributes to present to the world a country with cultural and natural richness.

Año de publicación:

2014

Keywords:

Fuente:

google