The Organization that manages Brand Chile
Fundación Imagen de Chile is the organization responsible for promoting Chile’s image around the world, which it does through nation branding. It is a state-run entity that was created in 2009 by a government initiative.
The foundation builds Brand Chile, by coordinating efforts in all those areas that make significant contributions to the country’s image, such as culture, sports, exports, investment, tourism and international relations, among others.
This is accomplished by forming alliances with actors from both the public and private sectors in order to synchronize the message regarding Chile and to implement measures that promote our country’s distinctive attributes.
Imagen de Chile is run by a multidisciplinary team led by Executive Director Myriam Gómez. The foundation relies upon a highly-qualified board of directors, chaired by the Minister of Foreign Affairs and comprised of representatives from the public and private sectors, to help carry out its important role and to look to for support in strategic decision-making.
Managing Brand Chile
The main responsibility of Imagen de Chile is brand management in order to boost Chile’s image and improve spontaneous appreciation of the country by non-Chileans. This is done by designing and implementing a coordinated strategy that highlights Chile’s unique and competitive identity, combining trade, economic, cultural, political and social aspects.
This strategy involves activities designed to help position the country such as marketing campaigns, trend analyses, studies, expert consulting services for stakeholders and cross-sector coordination between public and private institutions. These activities serve to build the country’s image both within and outside of Chile.
The goods and services provided by the foundation are built upon its expertise in brand management and are centered around: