Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade

In 2009, Peru launched its first nation branding strategy to promote investment, exports, and tourism. This study analyses Marca Perú’s communication activities to identify the key factors involved in the construction of its brand identity and to assess, drawing on Villafañe’s (2014) framework, whet...

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Auteur principal:	Vásquez, Manuel Santillán
Autres auteurs:	Delgado, Anabela
Format:	Artigo
Langue:	Inglês
Publié:	Centro de estudos de comunicação e sociedade 2026
Sujets:	branding territorial marca-país narrativa de marca-país identidade de marca relações públicas internacionais nation branding nation brand narrative brand identity place branding international public relations
Accès en ligne:	https://hdl.handle.net/20.500.13089/16n9a https://journals.openedition.org/cs/17643
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