Abstract

BARRIENTOS-FELIPA, Pedro. Peru and economic-social indicators and their relationship with country branding. Rev. esc.adm.neg [online]. 2020, n.89, pp.91-112.  Epub Sep 15, 2021. ISSN 0120-8160.  https://doi.org/10.21158/01208160.n89.2020.2820.

Competition among countries has intensified, making them intensively promote country branding to achieve a better position. In order to measure its effectiveness, we used economic and social indicators to determine the countries that are positioned, and the countries that are seeking a preferential place in international trade. The indicators include measurements of a country's risk, prosperity, and welfare, among others, which are influential factors in the purpose of establishing a country brand. The research is qualitative in nature, descriptive in scope and with a non-experimental cross-sectional design; and includes the interview with an expert on the subject by using an unstructured questionnaire. The aim of this article is: a) to recognize the influence of the brand in international competition among countries; b) to identify why a country should have a brand and to know how to manage it; and c) to know the factors that allow the generation of a country brand. The analysis makes it possible to conclude that countries can seek initial solutions if they ask themselves how developed countries have achieved their international positioning; always bearing in mind the importance of undertaking measurable structural changes, since it must be recognized that this process goes beyond the commercial activity and that it is supported by the development of the educational, health, and judicial systems, among other elements that add value to the country's image.

Keywords : country branding; international trade; international positioning; risk indicators; welfare indicators; prosperity indicators.

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