El objetivo del presente articulo es analizar la estrategia de la marca pais Ecuador, comparandola con Colombia, Peru y Chile. Para conseguirlo se realizo una revision de las aportaciones de diferentes autores sobre su significado y construccion. En el articulo se concluye que en estos paises los esfuerzos han dado resultados positivos en las categorias de hoteleria, destinos turisticos, agencias de turismo y gastronomia. Aunque en Ecuador y Colombia hace falta que los gobiernos de turno involucren a la empresa privada, ONG´s, ciudadanos y academicos en la construccion de la marca pais, algo que Chile y Peru estrategicamente si han hecho. Country brand Ecuador: a comparative analysis between Colombia, Peru y Chile The objective of this article was to analyze the strategy of the country brand Ecuador, and to compare it with the country brands of Colombia, Peru and Chile. In order to accomplish this goal, the literature of this subject was reviewed, especially from some authors, about its meaning and its construction. The article concluded that in these countries, the strategy has given good results in the areas: hotel management, tourist destination, tourist agency and gastronomy. Nevertheless, the governments of Ecuador and Colombia are not inviting the ONGs, the citizens and the academic area to participate in the construction of the country brand; they should follow the example of Chile and Peru who have strategically done it. Key words: Country Trademark, Country brand, strategy, competitiveness, internationalization