La Marca País: Su Origen y Evolución, Caso Ecuador

Translated title of the contribution: The Country Brand: Its Origin and Evolution, Ecuador Case

Raquel Jacqueline Chicaiza Villalba, Jaime Lastra Vélez, Jorge Roberto Yanez Velasquez

Research output: Contribution to journalArticle


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.
Translated title of the contributionThe Country Brand: Its Origin and Evolution, Ecuador Case
Original languageSpanish (Ecuador)
Pages (from-to)173-187
Number of pages15
Issue number4
StatePublished - 30 Dec 2014


  • Brand
  • Cultural development
  • Economic and social development
  • Tourism industry

CACES Knowledge Areas

  • 314A Administration


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