Estudio del origen y evolución de la marca país en Ecuador.

Abstract

This investigative work was developed with the main objective of Determining the level of international positioning of the country brand "Ecuador loves life" by analyzing its historical background, making use of one of the most common research tools such as bibliographic review, through theoretical precepts related to the aforementioned topic. Through the use of this tool, it was possible to have a better understanding of the subject, following a common thread, which begins with the conceptualization and historical review of the country brand, giving way to the description of the country brand in Latin American countries and at the same time writing and analyzing the beginning of the country brand as such in the Ecuadorian state. Another of the research tools used in this project is the qualitative approach, this approach helped to know the conditions in which the country brand of Ecuador is located, for this it was necessary to use the interview technique, itself that with a total of 12 participants who were selected based on their experiences in marketing analysis and tourism analysis, they were asked a bank of questions related to the main topic. From these tools, the results were obtained that there has been a deficit in the international positioning of the country brand "Ecuador loves life" due to the lack of continuity, innovation, promotion and diffusion, which has caused that instead of increasing the economic flow it has managed to constantly decrease.