ARGENTINA MARCA PAÍS - The Estrategia Marca País (EMP, Country Brand Strategy) is the guiding plan according to which a country manages to coordinate its distinctive factors (people, places, products, activities, etc.) to achieve a more favorable position in certain markets of the world, promoting exports and tourism growth, increasing investments and more effectively spreading its better qualities, such as culture, science and sports. Cardón, the first traditional brand of the country, joined to promote Marca Argentina (Argentine Brand) in the world. The strengthening of the Argentine image on an international level is an objective shared by Cardón, and its essence is to recover and place value in "our country". Through this undertaking, we want to show the world the excellent quality our country offers: the resurgence of our national labor and our cultural and sports figures, who so well represent us abroad.