The country maintains the brand ‘Ecuador ama la vida’

Ecuadornews:

The seal is analyzed by a ministerial committee to make viable the possibility of changing it. Experts request that the brand shouldn’t be used for political reasons. The Government cleared doubts about the political use of the country brand. ‘Ecuador, love life’ (Ecuador ama la vida)continues to be the seal that the State has internationally to attract mainly trade, investment and tourism.

The doubts were born after knowing that the hospital of the Ecuadorian Institute of Social Security, of Manta, put the legend ‘The Government of All’ on the façade of the infrastructure. It was also placed in an educational unit of the Millennium of Cochasquí, in the hospital of Latacunga and in a Community Police Unit in Naranjal. In the last years in the works of the Government the brand ‘Ecuador, loves life’ was used. In addition, there was silence about the brand. For example, the latest news update on the seal’s website was in September 2017.

Although the logo continues, there is a Country Brand Committee, which integrates the Ministry of Tourism, Foreign Trade, Foreign Ministry and Communication Secretariat, which analyzes the validity of the current brand or the possibility of making changes. Enrique Ponce de León, Minister of Tourism, indicated that until now the committee carries out the respective studies. He urged an urgent meeting to take action, especially to clear up confusion with other brands. He cited as an example ‘All You Need is Ecuador’ (Everything you need is Ecuador).

According to Ponce de León, the country was publicized, but did not achieve the objective of measuring the number of tourists that entered Ecuador, by virtue of the promotional campaigns. In this regard, the National Government has a slogan that the investment made must be demonstrated in the number of visitors.

In the previous campaign, in which the State had planned to invest around $ 19 million, it was launched simultaneously in April 2014 in 19 cities around the world, and in 7 of the country. Due to its heavy investment, several state portfolios use the brand in certain products. This, until there are results of the analyzes done by the committee on the country brand. In addition, the owner of Tourism, entrepreneurs and experts in the field are concerned that the website of ‘Ecuador, love life’ has not been updated. “I think the brand should be an area, which is promoted to Ecuador on general issues,” said Ponce de León. In addition, from the Ministry of Foreign Trade it was reported that the issue of the brand is under analysis.

However, he said, there are more important issues, such as economic reforms from the Secom, however, they also reported that they work to determine the brand.

They propose small modifications in the country brand Analysts and trademark experts ensure that the country brand should not be used politically. In the case of ‘Ecuador, love life’, they argued that it must be maintained, but it is necessary to make small adjustments.

Gustavo Gallo, Marketing research professor, emphasized that the modifications should be subtle, since the brand “is internationally owned”. He added that the current government should not lose what it calls “activation in the head” of the brand. That costs “a lot of money and throwing that away in order to create a new one is to start from scratch”.

In addition, he and other experts requested that the seal not be used politically. They said that it is not relevant from the marketing that this brand remembers the former president Rafael Correa, because if the current government continues to invest in it in later years it will be remembered, instead, the president Lenin Moreno. For this, the current administration must weigh the characteristics of consistency (the same message every year) and continuity in the brand. “If the Government is stopping the website, it is eliminating colors in a subtle way, it is perfect.

But if the changes are due to political effects, they are throwing away all the investment, “said Gallo. For his part, Jorge Orbe, international analyst, acknowledged that in recent years there was a strong investment in tourism and that is reflected in the annual growth -in economic terms- that was 7% in this sector. “It is a bad habit to change everything when a government starts,” he said. ‘Ecuador, love life’, which is in force since 2010, has an investment -in promotion- of about $ 50 million. Despite criticism for its high investment, in 2017, the British consultancy Brand Finance determined that the brand had a value of $ 36,000 million.

For this, the current administration must weigh the characteristics of consistency (the same message every year) and continuity in the brand. “If the Government is stopping the website, it is eliminating colors in a subtle way, it is perfect. But if the changes are due to political effects, they are throwing away all the investment, “said Gallo.

For his part, Jorge Orbe, international analyst, acknowledged that in recent years there was a strong investment in tourism and that is reflected in the annual growth -in economic terms- that was 7% in this sector. “It is a bad habit to change everything when a government starts,” he said. ‘Ecuador, love life’, which is in force since 2010, has an investment -in promotion- of about $ 50 million. Despite criticism for its high investment, in 2017, the British consultancy Brand Finance determined that the brand had a value of $ 36,000 million.

Data

The shield of Ecuador. 

Édison Narváez, commander of the Land Force, gave a badge of the National Coat of Arms to Moreno a few days ago and congratulated him: “We are glad that you have chosen a national symbol to make a country brand”.

7 percent was the annual economic growth of the tourism sector in recent years in the country. This, due to the investment in the sector.

‘Ecuador loves life’. According to the British consultancy Brand Finance, in 2017 it determined that the brand ‘Ecuador, loves life’ had an economic value of $ 36,000 million. In 2015 it was $ 44,000 million. (I)

Source: https://www.eltelegrafo.com.ec/noticias/politica/3/el-pais-mantiene-marca-ecuador-ama-la-vida