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Accelerated economic growth, an increase in per capita income, employment levels, consumption, among other well-known macroeconomic indicators, force Peru to take advantage of this unique and rare moment in history.

A major criticism of the Peruvian model has always been its extreme subordination to mining. The country depends on the prices of precious metals. Thus the prosperity of the nation, and a coherent management of macroeconomic policy for a period more or less reasonable seem to hold in the mining boom.

Also, we always talk about alternative activities that can be the source of the country's sustainable development. Along these lines, tourism, foreign trade, and attracting investment beyond mining, always appear as promising options, which can be hopeful for millions of Peruvians. Isolated efforts have been made, from promotional videos, trade shows, international campaigns, among others, but recently with the launch of the National Brand, now Peru is sold as a brand under one logo.

The pillars on which this national brand is built are tourism, exports, and foreign investment. Aspects that Peru should exploit to its expected consolidated development involving all Peruvians. It hasn’t opted for positioning a statement or slogan, because it wants to make a wide use of the brand, that is, in many sectors or functions.

While innovation is a guideline for the achievement of successful strategies, the benchmark can also be used to reach strategic conclusions. In this regard, the Colombian experience should be evaluated. This country opts for a clear representation of its name and a slogan: “Colombia is passion”. Years later, this country worked for a tourism concept that “the only risk is that you will want to stay.”

In addition, this nation gambled very much for taking its own people as a promotional element, its people, thus it not only sells tourist attractions, but also its people, spirit, joy, among other things. It is a profound and emotional concept. Colombians are trying to communicate to the world that it is very easy to fall in love with their homeland.

In 1994, Aaker defined 'brand value' as a set of assets and liabilities linked to the brand; its name and symbol. It said that they could be grouped into five categories: brand loyalty, name recognition, perceived quality, brand associations in addition to perceived quality, and other assets in ownership of the brand (patent, trademark, etc.).

Based on this concept, we do a brief analysis exercise on the Peruvian national brand, focusing on tourism: To achieve loyalty for the Peru brand, we must align all the current advertising strategies with a truly enjoyable experience, ‘awesome’, and with very high service standards. As it is, for example, provided at some restaurants, as commanded by chef Gaston Acurio and other chefs that are revolutionizing the Peruvian cuisine. However, we should think about how many tourism businesses are now focused on that level.

What brand associations are suggested for Peru? One wonders what are the insights that Peru suggests: Mysticism, Machu Picchu, diversity, among others. What specifically? Are they taking advantage of the National Brand? What other elements does Peru have to support its brand? Infrastructure, collaboration of the people, culture of care and support to tourism, among others. Are these elements with which the country has now?

The brands have long stopped being just a symbol; brands try to convey emotions, feelings and love for consumers, as does Colombia. Some years ago, Kevin Roberts defined the term Lovemarks, according to this author these are brands that “create loyalty beyond reason. They are based on mystery, sensuality, and intimacy. It is the highest evolution of a brand, which goes from irreplaceable to become irresistible.”

The question is whether Peru is ready for its national brand to reach this level, stadium where current and contemporary brands work and which companies and countries not only build brands but, above all, strategies and plans.

The national brand is a good start, but it is only the beginning. This is an effort that must be organized, planned and fundamentally strategic. The success of Peru in the world is not only being based on a well-designed framework, but around a strategic plan. Ideally, the decisions have a full halo and not left only with the superficial charm.