Abstract

The caselet, Guatemala: Evolving ‘The Soul of the Earth’, gives an overview of how Interbrand, a brand management firm, developed a logo for Guatemala. The logo was representative of what Guatemala stood for. Interbrand undertook consumer research to understand what Guatemala stood for in the minds of the people of that country as also those of foreigners. The caselet also deals with how INGUAT, the governmental organization responsible for the tourism promotion activities of Guatemala, used the feedback from consumer research to come out with promotional campaigns and tourist-friendly measures.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• How an organization decides on the mode of research when it wants to elicit feedback. How organizations use the consumer feedback to develop effective strategies which strengthen their position. The parameters that marketers take into consideration while

Keywords

Guatemala, The Soul of the Earth, Instituto Guatemalteco de Turismo (INGUAT), Interbrand Corporation, Focus groups, Willy Kaltschmitt, Positive association, Negative association, Oscar Berger and Mayan forest