Impact of the Country Brand "Ecuador, Ama la Vida" on the Positioning of Ecuadorian Agribusiness Export Brands

This project addresses the need to evaluate how the country brand "Ecuador, loves life," launched in 2011 by the Government of the Republic of Ecuador, is being implemented by the agro-industrial sector to enhance its positioning in international markets. It is recognized that country brands are crucial for linking products with positive perceptions of their origin. However, preliminary research suggests that while other sectors like crafts and tourism have adopted the logo, its strategic application in the agro-industrial sector has been limited or non-existent, even in success stories like Davinciroses. The study will employ a mixed-methods methodology, following Malhotra's process, starting with qualitative exploratory phases to identify key variables, followed by a quantitative descriptive phase to obtain precise measurements. Techniques will include gathering primary sources (field research) and secondary sources (scientific studies). Research instruments will encompass expert interviews, in-depth interviews, focus groups, surveys, and secondary data review, aiming to quantify the level of use and its actual impact on the strategic differentiation of Ecuadorian agricultural products.<br/><br/><b>Goal</b>: <br/>To investigate the incidence and effective utilization of the country brand "Ecuador, loves life" in the positioning of Ecuadorian agro-industrial brands intended for export.<br/><br/><b>Research lines</b>: <br/>Marketing and consumption