The Nation Branding is a strategy proposed for some marketers and scholars to boost the market success for products and services from a specific country. It improves the awareness among consumers and influencers around worldwide. Therefore, these two keys effects are expected to provoke a better situation in terms of price and amount of consumption of the goods from the country. Consequently, this research is oriented to propose a plan to conduct the Guatemalan gourmet coffee in a better position in global markets, to pass from an undifferentiated coffee bean to an experience of sharing a delicious cup of coffee.
Nation Branding, Differentiated Commodities, Provenance Paradox, Gourmet Coffee.