Brand Peru and its influence on the generation of identity in college students Trujillo

Abstract

This research is Applied-descriptive type, whose goal is to determine the influence of the Peru

brand identity in the generation of college students in the city of Trujillo. Had a sample of 381

students, taken as a reference of the four major universities and distributed in proportion to the

number of students from each university. We used the technique of Focus Groups to get an

overview of the situation among university students and the same technique was used for the

survey and the data were collected through a questionnaire. The results show that 80,58% of

respondents greatly reinforced their identification with Peru after Peru Brand campaign, meeting

the objectives of PromPerú and the Peruvian and agreeing with the statement by Soldi, M (2010) and Yamamoto, J (2000) which state that a country brand objectives are to provide synergy and integrate awareness and identity is not something to be built as a project more, respectively.Therefore, Peru Brand campaign had decisive influence on the generation of identity in college students from Trujillo, that is highly positive.