Building a Country Brand: The Peruvian Case

All the countries compete between each other to attract the attention from the world because it is one way to improve their economics and social situation. Building a country brand or a country image constitutes a formal and extensive procedure of planning, which summarizes the foremost aspects on the country to offer to the tourists or investors, so this task represents a strategy for each country to show their benefits to proffer to the international market. According to Promperu that it said: “ A brand is much more than a logo. In addition to its identity, a brand has a reputation built on its promise and performance… In a country brand, this reality comes an even greater dimension” (Promperu). Consequently, when Peru built its brand, they focused on the highlight points which contain the national identity, so this country chooses as symbols to introduce itself to the world: the tourism.

Macchu Picchu

Before the Peruvian government built the country image, they had worked  to identify which relevant angle to define Peru, so they understood that Peruvian ancestral history is the center of attraction for tourists. Once it had identified the tourism as one of the symbols of Peru, they divided it in three areas. First area, the attitude to discover of the tourists to see the richest cultures in all South America because summarize the history of a continent. To exemplify, tourists can be abble to see one of the oldest cities in the world named Caral, and visit the majestic Inca’s city called Macchu Picchu.

The Ancient City of Caral

Second area, the experience of enjoying through a variety of activities, so the lover of sports adventures has benn choosing to Peru like one of the favorites destinations. For instance, the gegraphical strucutre of Peru is the ideal place to practice thse typess of sports like climbing mountains, boating, and others. 

Colca Canyon

Lastly area, as the best manner to awake the senses; tourists should eat the Peruvian gastronomy which is one of the most famous coocking-styles around the world because it was recognized by its wide offer of dishes. Moreover, the mixture of its flavor represents the influience from different cultures that have lived in Peru. To illustrate, the Chinse-Peruvian style is developed by the Chifas, a kind of Chinese restaurant, where there is a fusion of the Asian flavor and Peruvian traditional ingredients. Hence, tourism is helping to reflect ancient history of Peru, but it also shows its identity.

The Peruvian-Chinese Fusion