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Ecuador launches a “National Brand”

Tholen – “Ecuador quality of origin” is the new brand that is going together with the Ecuadorian exports. The country-brand campaign is addressed to the main markets in Japan, the EU and the US. The marketing company Chias Marketing was in charge of the development of the brand. His Director, Joseph Chias, stated “It is an added value. It is a contribution to the quality of the products and it benefits all exporting sectors. It differentiates Ecuadorian products from our main competitors”. According to Chias producers obtain premium prices between 5 and 15% with quality brands.

The government and the private sector through the export promotion agency CORPEI spent approximately US$200.000 on the development of the campaign. Pilar Neira, Marketing Representative from CORPEI argues that “the image will be promoted in fairs and it is expected a cooperative work with exporting companies to use this brand and gain markets”. The idea is that all Ecuadorian products have this brand to differentiate their quality and their origin. More info: .

Publication date: March 5 2007