Análisis de la incidencia en el uso de la marca país “la respuesta es Colombia” en la estrategia de internacionalización de las exportaciones colombianas

Abstract

The effects of globalization have generated growing competition from both the country for the capture of resources, as well as from private sector companies when offering products to the foreign market. The Country Brand emerges as an international strategy to promote exports, investments and international positioning becoming a source of economic value and differentiation allowing the country to build competitive advantages, for this reason it is important to study the impact that has generated the influence of the country brand on the exports of companies Colombian, in terms of previous studies of the Country Brand the existence is very low and the measurements of its impact on exports in our country in the same way. The business opportunities are based on the internationalization of the companies helping them to take a leading role in scenarios that may be strategic to enter markets abroad, despite the economic recessions experienced by the great powers in Today, the recovery of the internationalization environment has changed and now it is developing in the business world, especially in emerging countries such as Colombia, they received investment becoming the best option for that developed countries will find expansion in their markets in other countries. Sar-ment (2014) The brand is an asset that allows value to be extracted for companies in a highly competitive market, so a process of brand management and positioning becomes a constant and relatively new challenge for countries seeking to generate trust and alliances positive.