Country brand Ecuador: a comparative analysis between Colombia, Peru y Chile

The objective of this article was to analyze the strategy of the country brand "Ecuador", and to compare it with the country brands of Colombia, Peru and Chile. In order to accomplish this goal, the literature of this subject was reviewed, especially from some authors, about its meaning and its construction. The article concluded that in these countries, the strategy has given good results in the areas: hotel management, tourist destination, tourist agency and gastronomy. Nevertheless, the governments of Ecuador and Colombia are not inviting the ONGs, the citizens and the academic area to participate in the construction of the country brand; they should follow the example of Chile and Peru who have strategically done it.