Abstract

BARRIENTOS FELIPA, PEDRO. THE DEVELOPMENT OF A NATIONAL BRAND: FUNDAMENTS IN POSITIONING THROUGH NON-TRADITIONAL EXPORTS. Finanz. polit. econ. [online]. 2014, vol.6, n.1, pp.115-140. ISSN 2248-6046.  https://doi.org/10.14718/revfinanzpolitecon.2014.6.1.6.

Many countries in the global market offer similar things, so it is important to increase competitivity in a way that assures and strengthens economic growth. Buyers are constantly on the lookout for better products, products that better meet their needs, so good branding is very important for a country. The creation of a national brand by establishing what makes us different is important for better positioning within the market and a better national brand. The study looks at the importance of national branding in today's global market and strategies to ensure that the brand is sustainable. Many countries are today working on their national brand and there exist many strategies for assuming a clear position in the market and ways in which this position can be strengthened.

Keywords : Country marketing; national brand; global economy; global competitivity; Peru.

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