Nation's image components as a basis to formulate competitive identity: the peruvian case

Abstract

In the globalized world that we live in today, countries strive to be distinguished one from another as a mechanism to increase tourism, the volume of exports and attract more investors, as a means to generate more sources of income. To do this, countries look for differentiation in the market, starting with the elements that constitute their national identity, which influence the costumer’s perception of the nation and is the basis to generate their competitive identity that will be the cornerstone on which their international marketing strategy is designed to go abroad and compete in the international market. The competitive identity has become a key piece to promote the national competitiveness, synthetizing the nation’s image exposed to the market to achieve objectives. Therefore, the objective of this paper is to identify Peru’s image elements, based on the national identity perceived by the national and foreign costumers, in order to design a competitive identity strategy for it.