La marca país: un activo importante de cada país

This work will discuss the Colombia-CO country brand website and at the end of the document a benchmarking between the websites of Colombia and Costa Rica (Esencial) will be presented. Quantitative and qualitative data were used to enrich the study of these websites. This analysis was done in cooperation with the Grincomex research group of the Universidad Católica de Oriente (UCO) leading the research proposal on country branding: A case study. Thanks to research in secondary sources, it was possible to find important information on the country brand of Colombia as well as other countries, allowing to capture in this work much of what was found; as to give a premise, our country brand has beginnings in 2005, having purposes such as for example to position itself with a good image abroad.

• Autores: Muñoz-Suárez, Juan Sebastián; Valencia-Villegas, Juan Esteban
• Tipo de recurso: Tesis
• Fecha de publicación: 2022
• Institución: Universidad Católica de Oriente
• Repositorio: Repositorio UCO
• OAI Identifier: oai:repositorio.uco.edu.co:20.500.13064/1553
• Acceso en línea: https://hdl.handle.net/20.500.13064/1553
• Palabra clave: Marca país; Benchmarking; Página web; Análisis; Estudio; Country brand; Benchmarking; Website; Analysis; Study; Benchmarking; Calidad total; Competencia económica; Proceso analítico; Marca - País; Identidad nacional; Marcas (Mercadotecnia)
• License: http://creativecommons.org/licenses/by/3.0/