The nation brand, Marca Perú, was introduced in 2011 to boost the economy of Peru at a time when this Andean country found itself in a particularly favorable economic situation (Canepa & Lossio, Cuevas-Calderon). Its launch campaign aimed at the Peruvian public, along with its unique logo, were two elements that greatly contributed to the national and international success of the brand, which has won numerous awards. Once the brand image had been established, PromPerú, the ministerial agency in charge of Marca Perú, continued its efforts to further increase the brand’s equity. For about 10 years now, it has multiplied the creation of "sectoral brands" (nearly 8), that is, "brands" aimed at specific sectors and audiences, the latest being "Film in Peru," a sectoral brand aimed at encouraging the filming of international cinematic productions in Peru. The objective of this communication will be (1) to present these "sectoral brands" and their identities to determine if each deserves the status of a brand (Cafés del Perú, Alpaca del Perú, Perú Textiles, Perú Xpert, Super Foods Perú, Pisco, Spirit of Perú, Mine Perú), and 2) to analyze how they serve or undermine the masterbrand Marca Perú. To produce this analysis, we will rely on several precepts of post-Greimassian semiotics (Greimas, Fontanille, Landowski, Rastier, Zilberberg, Perusset).