COUNTRY IMAGE: HOW TO A NATION?

Summary
A signiIicant element in the development oI a country's competitiveness is the construction and
consolidation oI its image in domestic and international markets. According to what described
above, the national brand allow a place in the markets and minds oI people. As a new area oI
interest in the marketing study, the concept oI country brand (nation branding) has been driven
more by the proIessionals the Iield oI communications Ior academic researchers. There is a need
Ior conceptual and theoretical development on these themes. The purpose oI this paper is to
present a conceptual Iramework and reIerence that contributes to a better understanding oI
country image building through the case oI Colombia is Passion study. According to the above,
the experience oI Colombia in terms oI brand building is still very short, but the historical
context oI this experience and results have been obtained to date have become the object oI study
by researchers at the Universidad del Rosario and the CESA, which in 2008 was the rise oI a
case study and an academic paper about this interesting topic.

Introduction

OI all the Iorms and models oI organizations that exist in the world, a country is the most
complex oI all modalities. Many oI the nations in the world, have problems
image but do not know how to approach and tackle this problem properly. the image
oI a country reIlects the prestige oI its people, their businesses and their natural attributes.
As a new area oI interest in the study oI marketing, the concept oI country brand (nation
branding) has been driven more by proIessionals in the Iield oI communications
by academic researchers. There is a need Ior conceptual and theoretical development on these
themes.
Additionally, building a national brand looking to consolidate the imagination oI
align national and public communications, civic discourse and social behavior,
encompassed all oI the above in a suitable brand culture throughout society.

Theoretical
The country brand The term brand national brand or country born Irom the need oI the business
and governments to generate their own identity against the international markets. The
positioning strategy oI a particular country is part oI the goal oI capitalizing
the origin oI products, businesses and people in global markets. As
Valls said the country brand is the perception that consumers have direct
indirect, actual and potential oI the countries (28). This perception oI consumers is
equivalent to the sum oI all elements oI the country, over the elements
generated to communicate the characteristics oI the country. The perception oI a country has
distinguishing connotations. All countries are diIIerent, and share elements
common. DiIIerentiation is an ongoing requirement in the construction oI an identity
brand, and its shape is the image oI a company, product or country is exposed to
a given market. A country's identity involves considering all
characteristics, values and belieIs which the company selI-identiIy and selI
Unlike the other. The country brand succeeds in making visible the territorial marketing,
integrated products, image representing organizations and nation. The brand reIlects an identity
that becomes the essence oI the existence oI the company or product and Irames Irom start to
Iinish all objectives and goals, trying to create a unique style that allows you to position your
name in the market, consolidating a reputation and recognition Irom and distinct characteristics.
The national brand manuIacturers are businesses, brands and society concerning civil. A country
brand is not used to reduce the gap between perception and reality, but to represent the
distinguishing Ieature oI a country over another. Nor is constructed on the characteristics oI its
population, but on the contrary, the characteristics oI the country. The country brand reIlects a
holistic view oI the image oI a speciIic territory to be permanently strengthened and enriched
communication investment in the country oI origin to the rest oI the world.
Some countries suIIer Irom image problems, but have no clear idea oI how addressed. The
country brand can provide the solution to these problems. The country brand means
manage the image and prestige oI a country (Dinnie, Identity and image oI nations 3).
Whereas the image and prestige are two interlinked components, namely the
image is being projected to the world, while the prestige is the inIormation received
given by the visitor's experience or investor (Whetten and Mackey 400).

Country Brand Experiences
DiIIerent countries or regions have always been associated with a speciIic competition: Chile
and its wines, cheeses France, Switzerland and watches, Italy and pasta, with Tourism Australia,
among others. But in recent years have seen a lot oI research that points
consumers in diIIerent countries respond diIIerently to the characteristics
the country oI origin, and that these responses may vary over time (Deshpande 22).
A country cannot replace their beaches with mountains, or grow bananas iI your climate
Iavors the snow (Supphellen & Nygaardsvik 385). While a country may be possible
attract more Ioreign investment or change its economic base, there are always some
limitations. Gertner and Kotler Teachers Iound that: Products may be discontinued, may be
modiIied, can be recalled, re-released and replaced with improved products. Countries
have not most oI these elections. Their image problems may be based on structural issues that
take years to be set (249) A country brand is born oI the desperate need to encourage Ioreign
investment, tourism and exports. It emerges as a strategy oI territorial marketing support to
Matthew Healey, the diIIerentiation approach is a country brand, can arise Irom
diIIerent patterns; it is important Ior achieving a national identity extraordinary (28). In the case
oI Spain, this country has positioned itselI as a modern and developed nation, while Denmark
has successIully strengthened its ministries and government departments. Croatia Ior its part, has
been working on reIorm its image to sport and tourism, and Poland has begun to assert itselI in
terms Ioreign policy.

Country Brand Ranking
FutureBrand is a leader in research on the country brand ranking. Has charge oI the Country
Brand Index measurements since 2005. For the organization, country brand represents: Variables
such as the attractions, geography, inIrastructure, authenticity among others, allow countries to
locate the points where they are strongest or represent a competitive advantage (12).
In Figure 1 shows the ranking oI the country to mark the year 2008. The Iirst position is Ior
Australia, being a tourist destination. In second place is Canada, because their success is based
on a wide range oI attributes assigned to an issue oI involvement such as the "exploration" and
that is a decisive Iactor Ior the entry oI immigrants. Figure 1. Country Brand Index 2008
1 Australia 2 Canada 3 United States 4 Italy 5 Switzerland 6 France 7 New Zealand 8 UK 9
apan 10 Sweden Source: Based on data FutureBrand, Country Brand Index 2008
In the case oI Latin America, the construction and permanence oI the national brand has been
through support Irom consulting Iirms and marketing experts who know the territory. To which
Ramos Noya comment: The key to success oI a country brand is a perceived diIIerence between
brands competition. With so many countries, the communication strategy can vary without
but the message is the same. Another key Iactor is the concept oI inclusion without the involving
government, private sector and citizens, campaigns National will not have the desired impact.
The best advertising campaign is designed a strategy based on experiential marketing (3)

Methodology
The research project is casuistic and exploratory type. Casuistry Research
allows the use oI real cases that could generate debate, learning and applicability in the
classroom. Within this type oI research and methodology applied in-depth interviews
cases. II methods are a source Ior exploratory research because studies that Iocus on the
complexity oI organizational phenomena. To Caicedo Mardones (2003), "Exploratory research:
it is considered the Iirst scientiIic approach to a problem. It is used when it has not yet been
addressed or not been suIIiciently studied and the conditions are not yet decisive. "
They consulted primary and secondary sources. The primary sources were: - Grupo Pioneers.
Formed by the Iounders and people who were linked in the generation oI the idea oI country
branding. There were 18 in-depth interviews. - Executive Group. Formed by employees oI the
organization oI country image Colombia. There were a total oI eight depth interviews.
- Customer Group prescriber. Comprised oI customers and opinion leaders. It depth interviews
conducted 6. Secondary sources consulted Ior documents and management reports
organization's Colombia is passion, results oI market research Millward Brown and Datexco
Company. The study was conducted during February to September 2008.
Research Objectives
-Building the case oI Colombia is passion academic
- Describe the actual situation oI the country's image in Colombia.
- Sort, classiIy, record and analyze the historical and organizational Colombia country brand
- To know the perceptions, opinions and attitudes oI people who are linked to the country brand
as Iounders, employees, customers and leaders opinion.

Results
The origin oI the brand country: Colombia is passionIn the early 90's, the national government
and the Colombian private sector Michael Porter hired to develop a study on the weaknesses and
Colombia's economic opportunities. The study known as the "Report monitor", sets out the
guidelines to be Iollowed by a country with the characteristics oI Colombia Ior competitive
advantage. Monitor analysis is based on Iour elements make up what Michael Porter has called
the Diamond oI Competitiveness: Human resources and production
Input suppliers and distributors Domestic demand Ior goods and services produced by
companies Competitive conditions that encourage business innovation (1)
Through the study, we examined speciIic sectors oI the Colombian economy, which possible to
determine the state it was in the country in terms oI competitiveness. According to Porter,
Colombia should begin to restructure its economy as one oI ten strategic imperatives, "to sell or
promote Colombia" (1). As noted in the Michael Porter: "Colombia needs to obtain international
recognition Ior its products with an image that relies on quality and service. The people in the
world should learn to identiIy and buy products Colombians "(8)
In this context, concerns about modiIying the country's position in markets consolidating
international was one oI the government's objectives more relevant to building a country image.
The implementation oI a national brand was not made immediately, it took at least 12 years
reverting to the inclusion oI the concept oI country brand, as pointed out by Ramos and Noya:
"UnIortunately, no progress was made in its implementation and published only a Iew
advertisements in major newspapers around the world and edited several books "(15).

The Roots oI Colombia is Passion
Since 2004, Artesanias de Colombia in support oI the First Lady's OIIice
Inexmoda1 Proexport Colombia and create a project called the Identity Colombia
order to position Colombia as a country renowned Iashion in the world. In
1 Institute Ior Export and Fashion 2004, the director oI CraIts oI Colombia, Cecilia Duque said
Colombia Identity had two main components: a) generating a high social impact in the artisanal
sector and b) cause
cultural impact: the design oI Colombia (1).
According to Ramos and Noya the "Identity Colombia", based on craIts, culture and
Milan Iashion had a great impact on the deployment oI creativity which showed the
need to build a country brand that does not Iocus on craIts or textiles, but
involve other productive sectors oI Colombia (14).
Through the interest oI the nation's First Lady, Lina Moreno de Uribe, the Director oI
Inexmoda, Alicia Mejia and then, Director oI Proexport Luis Guillermo Plata,
was a need to Iocus not only the country's image and craIts hot topic, but open
participation oI other economic sectors such as tourism.
In this way begins the task oI building a country brand unique to Colombia. In
First was an Academic Committee which invited opinion leaders
national, in order to know their perception and argument on the idea oI creating a
country brand. Subsequently Iormed an Advisory Council composed oI representatives oI
diIIerent sectors oI the economy to participate in the structure, concept and
image design country. The team agreed Irom the outset on the need and
emergency project to Colombia to international markets showing an image oI
country not be associated with negative aspects such as corruption, drug traIIicking or
terrorism.
And sought to build an image that would bridge the gap between perception and
reality oI a country like Colombia, which managed to rearrange the imagination that exists in
other countries on the Colombian and aims to promote tourism and investment
(Mejia, para. 3). These were some oI the main objectives that were raised during
the Iirst meetings oI the Advisory Council.


The road to building a national symbol

To develop the concept oI country brand is invited David Lightle, a consultant
company's international Visual Marketing Associates (VMA), who had advised on the
campaign design more than Iive countries, as the case oI New Zealand, Australia and
Taiwan. It had participated actively in the Competitiveness Councils
organized by the Ministry oI DeIense oI Colombia.
The consultant met repeatedly with the Advisory Council and traveled to diIIerent
cities and municipalities, to know the culture, cuisine, music and
Colombian population. For the development oI research techniques were applied as
interviews and unstructured observation, led to various interest groups
academics, politicians, businessmen, journalists, and workers, among others.
David Lightle determined that to understand the country's image projected to the world that
Colombia
were related to two situations: reIusal posed by drug traIIicking and violence, and
a positive campaign created by the uan Valdez CaIe de Colombia (1). In addition to
above, Lightle said that "the problem is that Colombia (or Colombian) have never
taken any steps to deIend their honor and image "(2).
The initial question in the investigation was: "You are?" And the responses to this
questions Iocused on things like: "We are talented, committed,
creative, passionate, enterprising, conIident, happy. " With the inIormation obtained
his tour oI the country, David Lightle determined that there was a common element
identiIied the Colombians, "Colombia are all Colombians, Ior that (...) Colombia
is Passion "(3). To Lightle, passion is the essence oI dedicated workers, the
creativity and resistance (25).
The researcher's Iield observation enabled him to identiIy cultural characteristics
centric Iorce, enthusiasm, drive and strength oI Colombians throughout project
undertaken, the energy and inner strength are summarized in the term "passion". Lightle
comments: "It was I who told the Colombians Ieel or be. Instead,
were Colombians who said, through my research, what they are, their
identity, the way they Ieel. The campaign is a reIlection oI the Ieelings oI the community oI
essence "(1).
Anticipating the possible reactions that could be generated in the audience to link to a
abroad in the design oI the national brand, the Advisory Council created a Committee oI Experts
Iormed by Colombians Carlos Lersundy, Dicken Castro, ulian Posada, Alberto
Sierra, uan Pablo Angel and Luis AlIonso Tejada to design the logo with the support and
David Lightle advice.

Figure 2. logo Symbol


Source: Country image, management reports Colombia is Passion 2008

The logo design combines Iive elements that sum up the perception oI
Colombians on the meaning oI the word "passion": the heart, Iire, silhouette
Iemale and a red Ilower. In this regard, Michael Porter, a Harvard proIessor says
that passion is a very marketable attribute. Especially when it comes to issues oI
business, the passion oI the people can demonstrate hard work and positive results. Porter
emphasizes that Colombia has to be experienced sensually. It is a country that allows
quickly create an emotional bond (2).
On August 25, 2005 is the launch oI Colombia is passion. The strategy
country brand aims to be sustainable in the short term. The resources come Irom national brand
contributions Irom the national government through Proexport (30) and private sector (70).
Proexport
is a public entity whose primary Iunction do not boost exports
traditional Ioreign investment, tourism and the country's image. In this latter is
Colombia is passion located.


Perception oI the population, clients and speciIiers on the country's image

The country brand customers are enterprises oI diIIerent economic sectors. They acquire
license Ior the use oI the advertising campaign. Some large companies
used a national brand are: Frito Lay, BBVA, SOFASA, Bancolombia, Avianca, American
Mattress, Bolivarian, CarreIour, among others. The applications that give companies the
mark country vary according to your advertising investment.
The most common uses are:
Development oI products associated with a national brand
Inclusion oI logo on labels and packaging
Inclusion oI logo in catalogs, brochures, websites, and mobile advertising.
Inclusion oI logo in the corporate image oI companies
Awareness campaigns to company employees
Companies such as BBVA, Avianca, and Kokorico AVAL group were organizations
gave the initial impetus in promoting a national brand. At Iirst, the picture was
positive Ior the donations they received Irom companies, however,
purchasing decisions were modiIied license to the Iormulation oI
co-branding strategies (Cardozo, para. 4). This allowed to generate leverage
brand through brand association with a competitive advantage to their
competitors. Companies such as French hypermarket CarreIour, has used the license to
positioning an image in their local business clients. The purpose oI this strategy is
strengthen business relationship with the Colombian context.
According to a study conducted in Datexco Company markets uan Valdez is
being par excellence the most representative brand is Ior Colombians (14).
To the question: Have you heard about Colombia is Passion?, 60.9 oI the respondents
yes, oI whom 78.2 did so through television and 10.8 by
Popes oI Margaritas (FritoLay). 38 considered that Colombia is a beautiIul country. It
Importantly, the political momentum Ior Iacing the country, as this can inIluence
opinion, which could increase the positivity oI the people. 50 believe it is due to
what you are doing the President Uribe (18).


Conclusions

It is clear that the increased mobility oI investors and industry growth
tourism contribute to improving the image oI a country. ThereIore, we must promote
country regions, as indicated by Anholt (2007) and Iocus on tourism, as
would be one oI the most important voices Colombia trade to the world. The task
countries Ior the brand then concentrated in Iour main purposes:
Position the "Made in Colombia" and preIerential diIIerentially in the minds oI
customers.
Block competitors the chance to bond with the same idea or concept.
Reposition the competition in mind, Ior personal gain.
Make internal changes that are necessary Ior the idea / concept is credible and
long-term sustainable
At present they have not reached a consensus on what elements,
characteristics or traits to be emphasized to strengthen the country's image projected on
abroad, leading to widespread opinion in terms oI positioning the country. Result
critical and complex to run a program to promote a brand, through many
multiple markets and audiences. In the case oI Colombia, it is worth noting, the
Proexport eIIort to boost the country brand Iramed in a political and social context
Double-sided: Iirst results oI a government that has Iacilitated change image
the country in international markets and on the other, armed conIlict, which has
misinterpretations abroad and deeply aIIecting the country's image.
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