Public Diplomacy carried out by the States, serves for them to forge bonds in the long term and this satisfies their interests. Among the activities carried out within a large DP strategy are the Country Marks that identify countries or places and that aim to improve and maintain a good image or simply to publicize a territory for the purpose to change a conception that is faced with it and that this is reflected in the economy of this place thanks to the investment that comes through the installation of transnational companies, tourism financial capital. Colombia has used its Country Brand strategies with the intention of attracting foreign direct investment, tourism and opening the way to its exports in new markets. This has been much more evident in the time period of the last two Governments (2002-2016). However, these strategies have cost a lot of money and brought criticism. In this research we sought to explain the Country Brands from strategic communication and the constructivist approach in International Relations and thus establish their role in attracting foreign investment. For this we interviewed representatives of different transnational companies established in Colombia and reviewed from the theory the whole construction and operation of the Marks Country. Finally, it was established that although the strategies do not directly affect the final decision to invest, they predispose investors.