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The Present Graduation Proposal Aims to Make the Analysis of the Country Brand Ecuador Based on the Methodology Proposed by Simo

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The Present Graduation Proposal Aims to Make the Analysis of the Country Brand Ecuador Based on the Methodology Proposed by Simo Faculty of Legal Sciences School of International Studies “ANALYSIS OF THE FIVE MOST REMARKABLE NATION BRANDS ACCORDING TO „ANHOLT- GFK ROPER NATION BRANDS INDEXSM‟ DURING 2009 AND SUGGESTIONS FOR THE DEVELOPMENT OF THE ECUADOR NATION BRAND” Presentation of a graduate thesis in order to obtain the title of Bachelor of International Studies with a major in Foreign Trade Author: Cynthia Cornejo Reyes Director: Ing. Xavier Ortega V. Cuenca, Ecuador 2013 2 DEDICATION With endless gratitude and devotion to My Heavenly Father, My parents and To Juandiego. 3 TABLE OF CONTENTS DEDICATION ................................................................................................................. 3 TABLE OF CONTENTS ................................................................................................ 4 table of illustrations ........................................................................................................ 7 ABSTRACT ..................................................................................................................... 8 INTRODUCTION ........................................................................................................... 9 CHAPTER 1: DEFINITION OF THE TERM “NATION BRAND” AND the METHOD OF measurement of THE most succesful NATION BRANDS .............. 10 Nation Brand ........................................................................................................ 10 Difference between the term Country Brand and Nation Brand ........................ 10 The Importance of the Nation Brand ................................................................. 13 The Anholt - GfK Roper Nation Brand IndexSM .............................................. 16 What is the Anholt – GfK Roper Nation Brand Index? ..................................... 16 How a better and stronger reputation is built, according to Simon Anholt.... 17 “Nation Brand Hexagon©”: Analysis of the six dimensions of National Competence” ...................................................................................................... 23 Exports: .......................................................................................................... 24 Governance: ................................................................................................... 24 Culture: ........................................................................................................... 24 People: ............................................................................................................ 25 Tourism: ......................................................................................................... 25 Immigration and Investment: ......................................................................... 25 Methods of measurement used to conduct the Nations’ Survey ...................... 26 Components and questions for each dimension of the “Nation Brand Hexagon©” ............................................................................................................................ 26 The “word association” method and the questions ranking ............................... 28 4 CHAPTER 2: INVESTIGATION OF THE “OVERALL NATION BRANDS INDEX®” THROUGH THE METHOD OF THE “NATION BRAND HEXAGON©” ............................................................................................................... 34 Overall Nation Brands Index® of 50 Nations from 2008-2009, according to Anholt-GfK RoperSM ......................................................................................... 34 “Overall Nation Brands Index®” according to Anholt-GFK RoperSM ............... 34 Analysis of the 5 best Brands according to the “Overall Nation Brands Index®” ............................................................................................................................ 37 United States: ................................................................................................. 37 France: ............................................................................................................ 39 Germany: ........................................................................................................ 40 United Kingdom: ............................................................................................ 42 Japan:.............................................................................................................. 43 Analysis of the best Nation Brands in each one the dimensions “Nation Brand Hexagon©” ......................................................................................................... 45 Exports Index 2009: Analysis Japan .............................................................. 45 Governance Index 2009: Canada Analysis .................................................... 47 Culture Index 2009: France Analysis ............................................................. 50 People Index 2009: Analysis Canada ............................................................. 55 Tourism Index 2009: Analysis Italy ............................................................... 57 Immigration / Investment Index 2009: Analysis Canada ............................... 60 CHAPTER 3: ANALYSIS AND RECOMMENDATIONS FOR THE DEVELOPMENT OF AN ECUDOR NATION BRAND ......................................... 63 A brief overview of the different attempts towards the development of an Ecuador Country Brand through the years. ..................................................... 63 First Attempt Ecuador Country Brand ............................................................... 63 Second Attempt an Ecuador Country-Tourism Brand “Life at its purest” ........ 66 Second Attempt Country-Product Brand “Ecuador Calidad de Origen” ........... 68 Third attempt of Country Brand “Ecuador Love Life” ...................................... 69 Highlights of the management towards the development of the Country Brand Ecuador .............................................................................................................. 73 5 Comparative Analysis Chart of Ecuador and the countries with the 5 Best National Brand regarding the six dimensions of "The National Brand Hexagon©" .......................................................................................................... 78 Ecuador Exports Analysis .............................................................................. 80 Government Analysis Ecuador ...................................................................... 84 People Analysis Ecuador................................................................................ 87 Culture Analysis Ecuador .............................................................................. 88 Culture Analysis Ecuador .............................................................................. 89 Tourism Analysis Ecuador ............................................................................. 92 Inmigration/Investment Analysis Ecuador ..................................................... 95 Suggestions to improve Nation Brand Ecuador ................................................. 98 CONCLUSION ............................................................................................................ 103 BIBLIOGRAPHY ....................................................................................................... 105 REFERENCES ............................................................................................................ 111 6 TABLE OF ILLUSTRATIONS Illustration 1 ............................................................................................................... 23 Illustration 2 ............................................................................................................... 63 Illustration 3 ............................................................................................................... 66 Illustration 4 ............................................................................................................... 68 Illustration 5 ............................................................................................................... 69 Illustration 6 ............................................................................................................... 70 Illustration 7 ............................................................................................................... 71 Illustration 8 ............................................................................................................... 71 TABLE OF CHARTS Chart 1 ........................................................................................................................ 20 Chart 2 ........................................................................................................................ 20 Chart 3 ........................................................................................................................ 27 Chart 4 ........................................................................................................................ 36 Chart 5 ........................................................................................................................ 79 Chart 6 ........................................................................................................................ 83 Chart 7 ........................................................................................................................ 86 Chart 8 .......................................................................................................................
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