Echeverri, Lina Maria; Rosker, Eduardo; Restrepo, Martha L. - 2012
attributes. The purpose of this paper is to present the brand building process through the study case of Colombia is Passion. The … hypothesis of the working paper suggests that the initial purpose of creating a country brand for Colombia is distorted towards … evolution of the flag country of Colombia from the experiences of its pioneers, employees, clients and others. According to the …