Relación de la estrategia de marca país “la respuesta es Colombia (CO)” y la inversión extranjera directa (IED) en Colombia

Abstract

Colombia in recent years has become one of the most attractive countries in Latin America to invest, where the country brand strategy an advantage for other countries and their companies to know the positive changes that have been generated internally, being also a way to show the positive image of a country what it can offer to the world. Therefore, the objective of the research was to identify the relationship that exists between of the country brand strategy “the response is Colombia (CO)” and foreign direct investment in Colombia. Because this strategy has a fundamental role where it is sought to demonstrate the opportunities generated by direct foreign investment in the country, improving bilateral and multilateral relations between the countries and in this way making known what is really Colombia with its resources and capacity, generating trust and recognition worldwide. In the same way both the national government and with the support of the private sector, sought with the creation of “the response is Colombia (CO)” an advantage where every Colombian participates for its success, feeling proud of what the country offers each person and the world, facing all the potential that it has unlike others.