Marca México: una estrategia para reducir la brecha entre la percepción y la realidad

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Jaime Díaz
Mónica Pérez

Resumen

In 2010, the government of President Felipe Calderón implemented a Nation Brand initiative with a view to improving Mexico’s image abroad. The primary goal was to close the gap between the world’s perception of Mexico and the country’s reality. To this end, international experts, public relations, communications and advertising companies, and government agencies were invited to form a board to discuss the kind of image Mexico needs to project in order to attract tourists, promote investment and improve international perception of the country. Jaime Díaz and Mónica Pérez analyze this major undertaking from its inception and go into details of its more significant lines of action.

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Cómo citar
Díaz, Jaime, y Mónica Pérez. 2012. «Marca México: Una Estrategia Para Reducir La Brecha Entre La percepción Y La Realidad». Revista Mexicana De Política Exterior, n.º 96 (agosto):169-86. https://revistadigital.sre.gob.mx/index.php/rmpe/article/view/529.
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