Mexico: The brand

Denisse Valdez González

Student thesis: Master thesis

Abstract

The next research is about the brand, "Mexico", its origins, the strategies to be followed for its creation as well as an analysis of the brand through the use of some models of management and marketing. The project also shows the knowledge and awareness of Mexicans and foreigners about the brand through a questionnaire developed by the author of this project. In addition, some strategies that brand managers could implement in order to improve, develop and increase the awareness of the brand were included.(Anholt 2010) To fully understand the concept of a country brand one must also understand the background of it, that means, comprehend the political, economic and social development, consequently one is able to compare the context of the place with the position and image of the brand. The problem formulation of this research is based on the need to evaluate the brand strategies implemented by the government and private institutions for the promotion and diffusion of Mexico as a country-brand, which in one way or another affects the transmission and propaganda of the brand. The research question of this thesis is: How the use of branding as a tool can increase the awareness of the brand "Mexico"? In spite of the bad promotion that has hit Mexico and therefore it‘s brand name due to the wave of violence the country is dealing with today, the lack of knowledge of the brand (logo and slogan) that showed most respondents in the survey, was interesting to note that although all the issues presented above, visitors choose Mexico as their final destination and they are interested in the brand in spite of the lack of information experienced in some cases. The method used in this research was basic research (also called fundamental). The results of this thesis are intended first of all to answer the research question of the project, informing the reader about brand attributes as well as present the point of view of Mexico‘s visitors through the applied survey. The final part of this thesis is devoted to suggestions and recommendations that brand managers can implement to improve the brand image and develop a better strategy to promote it.

EducationsMSc in International Marketing and Management, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2010
Number of pages113