Conocimiento de los estudiantes de comercio exterior de la marca País Colombia

The new market dynamics lead to the constant innovation of services and goods, both for the business and macroeconomic areas, such as the competition between countries to attract tourism, investment and consumption of national products. This is how the strategy of the country brand was born, where through different tools it promotes its merchandise, alluding to the value of the origin that represents the nationality. In Colombia this process began at the beginning of the XXI century through the slogan Colombia is passion, after several redefinitions it is now known as CO Colombia, in charge of the entity ProColombia; this strategy is carried out in coordination with public and private companies to create a common strategy. The objective of this document is to present what the country brand consists of, starting with objectives and ending with the technical aspects of its implementation, going through it is history and the modifications it has undergone, followed by the position of the country brand according to global rankings. To accomplish the objective, a survey was applied to the students of the international trade program of the Universidad Católica de Oriente to know their level of knowledge about the country brand Colombia. Finally, we proceed to conclude according to the data obtained, as well as recommendations to the country brand strategy both for internal and external knowledge of the strategy.

• Autores: Cardona-Carmona, Maria Camila; Rodas-Ocampo, Laura; Atehortúa-Rios, Estefanía
• Tipo de recurso: Tesis
• Fecha de publicación: 2022
• Institución: Universidad Católica de Oriente
• Repositorio: Repositorio UCO
• OAI Identifier: oai:repositorio.uco.edu.co:20.500.13064/1619
• Acceso en línea: https://repositorio.uco.edu.co/handle/20.500.13064/1619
• Palabra clave: Marca país; Comercio exterior; Colombia; Inversión; Turismo; Country brand; Foreign trade; Colombia; Investment; Tourism; Marcas (Mercadotecnia); Identidad corporativa; Marcas - País; Identidad Nacional
• License: http://creativecommons.org/licenses/by/3.0/