Country brand strategy

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Estrategia Imagen país

Country brand strategy

Tree CEP

Every country is different, from its people to its places, or products and its culture. These factors define a nation. These can be used to brand a country around the world and attract exports, tourism, investment and help to spread the culture.

GENERAL GOAL

A country brand must be above a governing administration and become a long-term strategic tool. Using the above mentioned factors combined with effective communications and a clear message will change its branding, improving competitiveness in a globalized world. A country brand needs the cooperation of organizations and companies with international standing. Affiliation with the country brand acts a guarantee of a product Colombia proudly offers the world. By uniting perception with reality, confidence in Colombia can be restored and with it bring increased tourism, exports and investment. Colombia will stand-out globally with all it has to offer; goods, services and above all the culture, identity and hardworking people.

SPECIFIC GOALS

Show the world a different Colombian face. Effective communications and a clear message will facilitate the export of national goods and services.

Ensure the development of an image that will provide added value for goods in an international market.

Bring together tourism, industry and commerce into a team working towards one goal.

Market Colombia’s production, cultural and service capabilities.

Lograr el apoyo del sector privado para el posicionamiento y la masificación de la marca.

Market Colombian talent as one of Colombia’s best exports.

Encourage and spread the cultural expressions that exist in the country.

Market the wide variety of tourism options the country has to offer, above all its greatest treasure: it’s welcoming people.

Generate cooperation between public and private organizations and companies for the promotion of Colombia’s goods and services.