Country Brand: a critical reading for Latin America inspired by the philosophy of Well Living

The article presents an analysis on the concept of Country Brand from a critical perspective, resorting to revision of a theoretical and documentary sort, aimed at establishing its key defining and distinctive elements backgrounded by its development and technical implementation, considering the spe...

• Main Author: Canelón Silva, Agrivalca Ramsenia (author)
• Format: article
• Language: spa
• Published: 2017
• Subjects: symbolic image of the state; optimal identities; brand experience; semio-capitalism; counterhegemonic communication; human development; imagen simbólica del Estado; óptimos identitarios; experiencia de marca; semiocapitalismo; comunicación contrahegemónica; desarrollo humano; Marca; imagem simbólica do Estado; ótimos identitários; experiência de marca; comunicação contra-hegemônica e desenvolvimento humano
• Online Access: https://revistachasqui.org/index.php/chasqui/article/view/3072