This paper presents some progress on research, whereby the possibility of creating a brand that represents the Ranger folklore abroad is evaluated. The overall objective of the research was to identify attributes and factors that must Ranger potentiate folklore, so that in the future as a basis for internationalization through a brand. The methodology was a mixed approach, in order to get a broader and deeper picture. The research "Brand Joropo" was subject to theories of internationalization brand and burrowing folklore. As for internationalization it was decided to implement the eclectic theory and the Uppsala model, as it is intended to apply the theory of Born Global to the desired mark. On the other hand, the concept most suitable brand, is posed by Kevin Roberts in his book Lovemarks (2005), as it relates to burrowing folklore worked with Ranger's book Folklore, Miguel Angel Martin (2000)
Baquero, A. (1990). “Joropo: identidad llanera, (la epopeya cultural de las comunidades del Orinoco). Llanos Orientales”. Bogotá: Empresa Editorial Universidad Nacional de Colombia. Brenes, G., & Darner, F. (2008). “Las Born Global. Empresas de Acelerada Internacionalización”. TEC Empresarial.
Ruiz Churrion, J. (Marz0 de 2013). “La Evolucion del Joropo”. (J. A. Guzmán, Entrevistador), sitio web de YouTube, [en línea], disponible en: https://www.youtube.com/watch?v=i3eyksjBTOA
