Ecuador ama la vida, puertas adentro

Abstract

A country brand aims to represent a nation, showing the attributes of a country in such a way that it conveys its essence, generates a national identity and a good reputation; This constitutes a differentiation strategy used by governments to strengthen their economy. It is important to know how people perceive the country brand, taking into account that the perception of each individual is different from another. That is why this article includes a national study, based on people's perception of the current country brand: Ecuador loves life. A type of descriptive investigation is carried out using a random sampling stratified by proportional affixation and, from the data collection, statistical methods such as cross tables and Chi-square tests are applied to verify the hypotheses that are related to the brand experience; and its national positioning. An analysis of the brand image was also made from the perception of the people, the level of identification with the country brand was measured; Likewise, a possible stagnation regarding the advertising of the brand and the possible reasons why this could happen was studied. The research will allow us to know how people perceive the country brand internally, whether or not it transmits its philosophy and the current conditions of its use.