Abstract

POVEDA BENITES, Sylvia Gisella  and  GOMEZ BEHR, Paola Andrea. Citizen values in the country brand construction. An Ecuadorian analysis. Podium [online]. 2019, n.36, pp.73-88. ISSN 2588-0969.  https://doi.org/10.31095/podium.2019.36.5.

In the countries branding it is essential to highlight the intangible values that represent citizens, but the Ecuadorian country brand Ama La Vida focused on the material, natural and geographical aspects, which generates a fragmented national image. This study aims to identify how a country brand can be consistent, efficient and enduring, through a review of theories regarding the correct placemarks construction and a research about Ecuadorian identity. A benchmarking was carried out with other successful regional campaigns that was complemented by interviews with professionals in the areas of marketing, organizational psychology and corporate communication. It was concluded that the Ecuadorian country brand needed to include, within its key concept, human-intangible values that allow its citizens to develop the sense of belonging to become natural spokespersons.

Keywords : external relationships; communication impact; market research; social research; marketing; social psichology.

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