Jorge Farro L.

Evelyn Paredes C.
Karina Espinoza L.
Erika Gadea M.
A Brand is not static or permanent

A brand is based on our identity and

our culture

Each brand is a World

Competitive Advantage
Source: www.puromarketing.com
Sources: http://www.americaeconomia.com/
http://latierraesflat.wordpress.com/
For example:

The

Brand
Overview
What is it The Peru Brand?
Is an effective communication tool in order to enhance:
•Exports • Investments

• Tourist
 How was The Brand Peru developed?

•The process started in 2009 led by PromPeru and included:

 The team
 The discovery
 Positioning
 The design
 Validation

•The Peru brand acts like an export flag and a tourist

destination promoter.
Discuss the meaning of The Peru Brand
with the class

http://www.youtube.com/watch?v=TnkNg80dk2g
In 2005, it developed the “Plano Aquarela" under the coordination of the Ministry of
Tourism and EMBRATUR:

The Plano Aquarela promotes Brazil in five segments:

1.Sun and beach

2.Ecotourism and adventure
3.Culture
4.Sports
5.Business events and incentives

Strategic Objectives of ¨Plano Aquarela¨:

Perfect the work…

Promote it…
Take advantage of it….
The logo of the brand BRASIL :

“Plan Acuarela” has decided to create a symbol that reflects the

characteristics, values ​and concepts of the country.

The logo’s designer was Kiko Farias.

Features:

It represents the sinuous curves of the mountains, the sea movement, the
shape of the
clouds and beaches.
 The colors

represent

the characteristics of the country

Green: Nature Yellow: Sun and

light
Blue: The blue
sky and water

red and orange to

white at Festivals and
Religious ceremonies
and peace.

http://www.youtube.com/watch?v=r9F2uJQpMTs