Una mirada al ejercicio y desarrollo de la Marca País en Latinoamérica: camino a la armonización andina

This is an academic exercise based on the analysis, collection, and proposal of legal, social, and economic management that involves the concept of Country Brand in the region and, specifically, in the Member States of the Andean Community of Nations. For this, a qualitative analysis was performed. Through a comparative law exercise, experiences and efforts of Latin American countries for the establishment and registration of Country Brand will be displayed. It can be highlighted that tourism and the natural wealth of the Latin countries are the main brand enhancer because they provide a positive and realistic image of what they can offer to the world.