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Influencia del eslogan y el logotipo de la marca país en el posicionamiento de los países

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  • Gina Pipoli de Azambuja

    () (Universidad del Pacífico, Lima (Perú))

Abstract

Para construir la imagen de un país en la mente de los consumidores, los países aplican estrategias demárketing que parten del desarrollo de su marca país, de la misma forma en que las empresas aplican elmárketing a sus productos y servicios. El desarrollo del logotipo y el eslogan que se utilizará en la estrategiade comunicación, constituyen dos elementos fundamentales de su éxito en el proceso de construcción de lamarca país (Keller 2008). Es así que el objetivo de la presente investigación es el de conocer la importanciade la utilización del logotipo y el eslogan en las estrategias de márketing internacional de los países. Paraello, esta investigación analiza el uso de estos dos elementos, logotipo y eslogan, en las estrategias demarca país de aquellos países que han ocupado los primeros lugares en el Country Brand Index (2009) de Future Brand.

Suggested Citation

  • Gina Pipoli de Azambuja, 2010. "Influencia del eslogan y el logotipo de la marca país en el posicionamiento de los países," Journal of Business, Universidad del Pacífico - University of the Pacific Lima (Peru), vol. 2(2), pages 98-115.
  • Handle: RePEc:udp:journl:v:2:y:2010:i:2:p:98-115
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    More about this item

    Keywords

    Imagen país; Country image; Marca país; Country Brand; Eslogan; Slogan; Logotipo; Logo;

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration

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