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...
محفوظ في:
| الحاوية / القاعدة: | URI:https://journals.openedition.org/cs, |
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| المؤلف الرئيسي: | |
| التنسيق: | Article ou chapitre numérique |
| اللغة: | Anglais |
| منشور في: |
Comunicação e sociedade
2026
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| الموضوعات: | |
| الوصول للمادة أونلاين: | Accès Université d'Orléans et IFPM |
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openedition-oai:revues.org:cs_17643 |
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openedition |
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openedition-oai:revues.org:cs_17643 en https://journals.openedition.org/cs/17643 2026-07-31T02:00:00Z info:eu-repo/semantics/openAccess article info:eu-repo/semantics/article urn:handle:20.500.13089/16n9a https://creativecommons.org/licenses/by/4.0/ Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade Comunicação e sociedade Centro de estudos de comunicação e sociedade info:eu-repo/semantics/reference/issn/2183-3575 info:eu-repo/semantics/reference/issn/1645-2089 URI:https://journals.openedition.org/cs Vásquez, Manuel Santillán 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 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, whether its narrative and attributes have succeeded in establishing a functional brand code. It examines PromPerú’s communication strategy during its first decade (2009–2019) through a qualitative analysis of its communication, grounded in a critical discourse approach and in the interpretative perspective applied to nation branding proposed by Silverman (2015). The analysis enabled the identification and classification of the brand narrative, its attributes, the brand promise, and its tailoring to different stakeholder groups. The findings show that Marca Perú has maintained a distinctive positioning based on its cultural and natural diversity, thereby consolidating a recognisable brand identity. However, the coexistence of two distinct social constructs is evident: one internal, aimed at strengthening a sense of Peruvian identity, and the other external, focused on the country’s international projection. The study concludes that, although the narrative of Marca Perú has succeeded in articulating a strong identity, it still faces the challenge of reconciling these two constructs into a unified narrative that consistently delivers on its brand promise, both domestically and internationally. Em 2009, o Peru lançou, pela primeira vez, uma estratégia de marca-país visando promover investimento, exportações e turismo. Este estudo analisa as ações de comunicação da Marca Perú, para identificar os fatores-chave na construção da sua identidade de marca e avaliar, a partir da proposta de Villafañe (2014), se a sua narrativa e os seus atributos conseguiram estabelecer um código de marca funcional. Através de uma análise qualitativa da sua comunicação, baseada numa abordagem crítico-discursiva e na perspetiva interpretativa aplicada ao estudo do branding nacional proposta por Silverman (2015), examina-se a estratégia comunicacional da PromPerú durante a sua primeira década (2009–2019). A análise permitiu identificar e classificar a narrativa da marca, os seus atributos, a promessa de marca e a sua adaptação a diferentes grupos de interesse. Os resultados evidenciam que a Marca Perú estabeleceu um posicionamento diferenciador baseado na sua diversidade cultural e natural, consolidando uma identidade de marca reconhecível. Contudo, observa-se a coexistência de duas construções sociais diferenciadas: uma interna, orientada para o fortalecimento do sentido de identidade peruana, e uma externa, centrada na projeção internacional do país. Conclui-se que, embora a narrativa da Marca Perú tenha conseguido articular uma identidade sólida, continua a enfrentar o desafio de conciliar ambas as construções numa narrativa unificada, garantindo a perceção coerente da sua promessa de marca no interior e no exterior do país. |
| collection |
OpenEdition Journal |
| language |
Anglais |
| format |
Article ou chapitre numérique |
| building |
0/Bibliothèque numérique/ 1/Bibliothèque numérique/OpenEdition Journals/ |
| topic |
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 |
| spellingShingle |
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 Vásquez, Manuel Santillán Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade |
| description |
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, whether its narrative and attributes have succeeded in establishing a functional brand code. It examines PromPerú’s communication strategy during its first decade (2009–2019) through a qualitative analysis of its communication, grounded in a critical discourse approach and in the interpretative perspective applied to nation branding proposed by Silverman (2015). The analysis enabled the identification and classification of the brand narrative, its attributes, the brand promise, and its tailoring to different stakeholder groups. The findings show that Marca Perú has maintained a distinctive positioning based on its cultural and natural diversity, thereby consolidating a recognisable brand identity. However, the coexistence of two distinct social constructs is evident: one internal, aimed at strengthening a sense of Peruvian identity, and the other external, focused on the country’s international projection. The study concludes that, although the narrative of Marca Perú has succeeded in articulating a strong identity, it still faces the challenge of reconciling these two constructs into a unified narrative that consistently delivers on its brand promise, both domestically and internationally. |
| author |
Vásquez, Manuel Santillán |
| author_facet |
Vásquez, Manuel Santillán |
| author_sort |
Vásquez, Manuel Santillán |
| title |
Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade |
| title_short |
Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade |
| title_full |
Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade |
| title_fullStr |
Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade |
| title_full_unstemmed |
Identity as a Core Dimension of Nation Branding: An Analysis of Marca Perú’s Communication in Its First Decade |
| title_sort |
identity as a core dimension of nation branding: an analysis of marca perú’s communication in its first decade |
| publisher |
Comunicação e sociedade |
| publishDate |
2026 |
| container_title |
URI:https://journals.openedition.org/cs |
| url |
https://ezproxy.univ-orleans.fr/login?url=https://journals.openedition.org/cs/17643 |
| _version_ |
1877291622866092032 |