Análisis de estrategia de la marca país Ecuador: Estudio de caso; Marca País 2023 "Expandiendo nuestra luz”

Abstract

This study evaluates the Ecuador country brand strategy, "Expandiendo Nuestra Luz", launched in 2023, with the aim of understanding its perception and acceptance among the Quito population. A mixed approach was used, combining quantitative and qualitative methods. In the quantitative approach, binary option surveys were applied to a representative sample of 267 people selected for their demographic and cultural relevance. The results revealed that 7% of respondents are familiar with the current country brand, while 93% do not have any knowledge about it. These significant differences in the perception and acceptance of the country brand allow us to identify trends and variabilities in the participants' responses. On the qualitative approach, semi-structured interviews were conducted with experts in design and tourism to delve deeper into the perceptions and experiences related to the country brand. The qualitative analysis identified emerging themes and patterns in the interviews, providing a richer and more detailed understanding of perceptions, experiences and opinions about the country brand. The findings suggest that the current country brand has a varied reception among the Quito population. While some visual and narrative elements are well received, other aspects present areas for improvement. Interviews with experts highlighted the need for greater coherence and consistency in branding strategy, as well as the importance of differentiating from other nations by promoting unique aspects of Ecuadorian culture. The following recommendations are proposed to strengthen the Ecuador country brand, such as improving brand coherence by ensuring consistent and aligned communication across all channels and platforms. Focus on unique differentiators by highlighting the distinctive aspects of the Ecuadorian culture and offer to differentiate itself from the competition and ensuring the sustainability of the strategy by implementing mechanisms that guarantee the continuity of the brand despite political or administrative changes.