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\u201cEl gran legado de esta administraci\u00f3n va a ser la gesti\u00f3n de la Marca Chile\u201d<\/strong><\/p>\n El lanzamiento de una campa\u00f1a a gran escala alineada al boom de exportaci\u00f3n de servicios y su aporte al reconocimiento de nuestro pa\u00eds como el destino tur\u00edstico \u201cimperdible\u201d en 2018, destacan en el balance de la fundaci\u00f3n a cargo de articular el posicionamiento de nuestro pa\u00eds en el mundo. Una tarea que avanza sobre tendencias como la revoluci\u00f3n digital y que tiene entre sus prioridades incrementar la presencia de Chile en EE.UU.<\/strong><\/em><\/p>\n Por Jorge Isla<\/em><\/strong><\/p>\n El lanzamiento de la campa\u00f1a internacional \u201cPregunta por Chile, Un Mundo de Servicios\u201d dando cuenta de la r\u00e1pida expansi\u00f3n de este nuevo frente exportador, y su aporte al trabajo multisectorial de posicionamiento tur\u00edstico, y la calificaci\u00f3n que situ\u00f3 a nuestro pa\u00eds como principal destino para visitar en el a\u00f1o 2018 por la gu\u00eda Lonely Planet, son hitos que han marcado los \u00faltimos meses de trabajo en Imagen de Chile, instituci\u00f3n que dise\u00f1a y gestiona la estrategia de visibilizaci\u00f3n mundial del pa\u00eds con una identidad \u00fanica y competitiva.<\/p>\n Una compleja misi\u00f3n que \u201cgestiona un intangible que tiene que ver con las percepciones de otros construidas en una relaci\u00f3n de a\u00f1os\u201d, como define Myriam G\u00f3mez, la Directora Ejecutiva de la instituci\u00f3n, a la tarea de articular los esfuerzos de promoci\u00f3n de la marca pa\u00eds en el exterior que descansa sobre tres grandes pilares: su condici\u00f3n de pol\u00edtica de Estado en las que est\u00e1n involucradas todas las instituciones p\u00fablicas; las alianzas estrat\u00e9gicas con el sector privado, y los planes de visibilizaci\u00f3n en las audiencias mundiales en \u00e1reas estrat\u00e9gicas, como las exportaciones, inversiones, turismo y cultura.<\/p>\n Desde sus or\u00edgenes en 1993 como una gerencia de ProChile que realizaba la promoci\u00f3n gen\u00e9rica de sectores espec\u00edficos en un peque\u00f1o grupo de mercados, hasta su fisonom\u00eda actual establecida en 2009 como organizaci\u00f3n aut\u00f3noma financiada con recursos p\u00fablicos y encabezada por un directorio integrado por 19 personalidades presidido por el Canciller, Imagen de Chile ha experimentado una constante evoluci\u00f3n. Por eso es que a diferencia de estrategias pasadas \u201choy no tenemos ning\u00fan slogan \u2013como Chile Always Surprising o Chile is good for you\u2013,sino que estamos enfocados en posicionar los atributos de manera efectiva con un relato sistem\u00e1tico y consistente, y que todas nuestras acciones tengan relaci\u00f3n con la estrategia para lograr resultados espec\u00edficos que no sean discutibles y sin despilfarrar recursos\u201d, explica la directiva.<\/p>\n Sin embargo, enfatiza que la fundaci\u00f3n ha procurado recoger lo mejor del trabajo de gobiernos anteriores. \u201cEn esto se avanza sobre lo que ya se ha construido. Esta administraci\u00f3n no lleg\u00f3 haciendo borr\u00f3n y cuenta nueva, sino incorporando aspectos de mejora en funci\u00f3n de las nuevas tendencias de benchmarking internacionales y lo que est\u00e1n haciendo otros pa\u00edses en t\u00e9rminos de posicionamiento. No obstante los \u00e9nfasis de cada cual, espero que quien venga construya sobre las cosas positivas que hay aqu\u00ed\u201d, subraya. Destaca que la estructura de esta fundaci\u00f3n con un directorio p\u00fablico-privado ofrece \u201cindependencia y autonom\u00eda muy importantes, lo cual es una tremenda fortaleza que se debe cuidar y mantener. Tanto es as\u00ed, que otros pa\u00edses miran el modelo que tenemos\u201d.<\/p>\n Del balance de lo realizado por la actual administraci\u00f3n, Myriam G\u00f3mez se\u00f1ala que Chile ha logrado avanzar desde un reconocimiento basado en su oferta exportable tradicional, a que sea percibido tambi\u00e9n en \u201ctemas de innovaci\u00f3n, tecnolog\u00eda y vanguardia como la astronom\u00eda, que tiene externalidades positivas y ha producido un cambio de escenario\u201d. Un proceso que la fundaci\u00f3n ha empujado con l\u00edneas de acci\u00f3n como las campa\u00f1as en el \u00e1rea digital -que valora por su aporte a \u201cgenerar un mayor impacto y convocatoria, con menores costos\u201d- y en servicios, que describe como un \u201cdesaf\u00edo disruptivo y vanguardista, adem\u00e1s de un ejemplo efectivo de trabajo p\u00fablico privado en la construcci\u00f3n de una marca en un sector con dispersi\u00f3n de actores: arquitectura, videojuegos, producci\u00f3n audiovisual, tecnolog\u00edas de la informaci\u00f3n, servicios de ingenier\u00eda y financieros, entre otros\u201d. A partir de un diagn\u00f3stico de las mejores pr\u00e1cticas internacionales que se extendi\u00f3 por un a\u00f1o, la campa\u00f1a lanzada a octubre busca posicionar a Chile principalmente en Estados Unidos y la Alianza del Pac\u00edfico, y tiene como embajadores a destacados profesionales como la arquitecta Caz\u00fa Zegers y el cineasta Gabriel Osorio. \u201cChile es el mejor pa\u00eds para el emprendimiento en Am\u00e9rica Latina, por su nivel de innovaci\u00f3n, competitividad, apertura econ\u00f3mica y colaboraci\u00f3n\u201d, enfatiza G\u00f3mez.<\/p>\n \u2013\u00bfDe qu\u00e9 manera se eval\u00faan los resultados de la estrategia de posicionamiento?<\/strong><\/p>\n \u2013Se hace un mix desde los estudios, evaluaciones espec\u00edficas, rankings internacionales, los premios obtenidos y, en general, c\u00f3mo va aumentando el conocimiento de Chile. Estamos suscritos al Nation Brands Index para ver c\u00f3mo evolucionamos en imagen y reputaci\u00f3n a nivel pa\u00eds y tambi\u00e9n en ciertas dimensiones como exportaciones, turismo, inversiones, cultura y personas. Tambi\u00e9n por la generaci\u00f3n de contenidos en la prensa internacional y por resultados efectivos como la elecci\u00f3n de Chile como destino n\u00famero uno para ser visitado en 2018 por Lonely Planet \u2013que no atribuyo a nuestra gesti\u00f3n, pero en donde s\u00ed hay un trabajo que articulamos\u2013 y la evaluaci\u00f3n de nuestras acciones como la participaci\u00f3n en el Chile Week China 2017.<\/p>\n \u2013\u00bfQu\u00e9 avances evidencian un desarrollo alcanzado por la Imagen Pa\u00eds?<\/strong><\/p>\n \u2013Los resultados tienen que ver con aumentar la visibilidad de esta organizaci\u00f3n y que la gente entienda por qu\u00e9 agrega valor. Eso lo hemos hecho con alianzas estrat\u00e9gicas, m\u00e1s de 40 en estos a\u00f1os desde los sectores p\u00fablico y privado, las campa\u00f1as internacionales y la estrategia digital con participaci\u00f3n muy activa en redes sociales, con 2,2 millones de seguidores en Facebook. Tambi\u00e9n somos muy activos en Twitter, Instagram y Linkedin.<\/p>\n \u2013\u00bfC\u00f3mo se comparan estos resultados con los de agencias de otros pa\u00edses?<\/strong><\/p>\n \u2013Creo que somos la oficina de marca pa\u00eds con la mayor cantidad de resultados e interacci\u00f3n en t\u00e9rminos de los contenidos que generamos. Al mes lanzamos del orden de 15 videos generando mucho material en youtube, tenemos un banco audiovisual incre\u00edble y hemos reforzado el portal Visit Chile. Tambi\u00e9n traemos periodistas destacados de forma permanente para que releven temas de alto inter\u00e9s internacional como la red de parques y \u00e1reas marinas protegidos, tecnolog\u00eda de \u00faltima generaci\u00f3n (por ejemplo, ingenier\u00eda antis\u00edsmica), las ERNC, biotecnolog\u00eda, astronom\u00eda o el uso eficiente del agua.<\/p>\n \u2013Junto a las directrices a nivel central \u00bfde qu\u00e9 manera han incorporado a las regiones la construcci\u00f3n de la Imagen Pa\u00eds?<\/strong><\/p>\n \u2013El programa \u201cChile que te quiero\u201d recoge desde todas las regiones, y define en conjunto con ellas, cu\u00e1les son los elementos identitarios de cada territorio para ver de qu\u00e9 manera podemos reforzar la estrategia de posicionamiento del pa\u00eds a nivel mundial. El a\u00f1o pasado recorrimos todo Chile trabajando con actores p\u00fablicos y privados en talleres para identificar los elementos m\u00e1s relevantes. Y, en una segunda etapa, este a\u00f1o se elabor\u00f3 un documento final que llev\u00f3 este trabajo desde los stakeholders y las audiencias de nicho a la ciudadan\u00eda, invitando a la gente a votar sobre cuatro elementos ic\u00f3nicos, que estamos ilustrando, y despu\u00e9s se har\u00e1n tres eventos a nivel regional.<\/p>\n 230 empresas utilizan la marca<\/strong><\/p>\n \u2013\u00bfCu\u00e1l es el resultado de la adopci\u00f3n de la Marca Chile por parte de las empresas en diferentes soportes de promoci\u00f3n como etiquetas, packaging y sitios web?<\/strong><\/p>\n \u2013El programa de licenciamiento tiene que ver con c\u00f3mo el programa Uso de la Marca Chile les agrega valor, y ya 230 empresas de distintos sectores la utilizan, principalmente en alimentos y turismo, y con una alta composici\u00f3n regional. Ahora que se ha ido creando una masa cr\u00edtica, el desaf\u00edo est\u00e1 en subir la cobertura y fidelizaci\u00f3n. En 2016 premiamos a la empresa m\u00e1s activa de la Marca Chile a nivel nacional, lo que iremos profundizando este a\u00f1o con \u00e9nfasis en regiones.<\/p>\n \u2013\u00bfCu\u00e1nto se ha avanzado en materia de marcas por sectores productivos?<\/strong><\/p>\n \u2013En una iniciativa p\u00fablico privada creamos la marca Chile Mining. Y trabajamos con todas las marcas sectoriales, porque somos parte del comit\u00e9 y estamos principalmente en la etapa inicial de la construcci\u00f3n de la marca. Ha habido un avance aunque, por supuesto, hay espacios de mejora.<\/p>\n \u2013\u00bfDe qu\u00e9 manera se est\u00e1n enfocando en materia de eventos internacionales?<\/strong><\/p>\n \u2013En conjunto con ProChile e InvestChile tenemos un trabajo muy fluido y coordinado, en una relaci\u00f3n muy colaborativa, y tambi\u00e9n con la presencia en aquellos eventos de mayor relevancia internacional como la APEC 2019, en la pr\u00f3xima Expo 2020 Dubai.<\/p>\n \u2013\u00bfHasta qu\u00e9 punto los sectores productivos han entendido la necesidad de trabajar asociados a una marca pa\u00eds?<\/strong><\/p>\n \u2013Todos los esfuerzos dispersos y que no se alinean al trabajo de imagen pa\u00eds, al final a lo \u00fanico que llevan es a la p\u00e9rdida de recursos y a la falta de coordinaci\u00f3n. Entonces, cada vez la gente ha ido entendiendo que el sentido de trabajar en forma coordinada suma todo.<\/p>\n \u2013\u00bfCu\u00e1l va a ser el principal aporte de la administraci\u00f3n que Ud. encabeza?<\/strong><\/p>\n \u2013El gran legado de esta administraci\u00f3n va a ser la gesti\u00f3n de la Marca Chile, en el sentido de proyectos concretos que han agregado valor y permitido una mayor visibilidad a la instituci\u00f3n, muy presente en la prensa y eventos internacionales. Tambi\u00e9n el liderazgo de proyectos en alianza con los actores p\u00fablicos y privados; un equipo humano altamente profesionalizado, comprometido, y de buenas pr\u00e1cticas; un trabajo interno de sistematizar procesos y generar una gesti\u00f3n del conocimiento para que todo quede documentado y sirva de base para lo que viene.<\/p>\n \u2013A nivel pa\u00eds, el debate ha estado marcado por la cr\u00edtica de amplios sectores a lo realizado en Chile desde principios de los 90. \u00bfC\u00f3mo se debe abordar este tema?<\/strong><\/p>\n \u2013Tenemos el mejor pa\u00eds, con muchas oportunidades que hay que valorar, por supuesto con temas que deben mejorarse. Tenemos que llegar a una convivencia mucho m\u00e1s arm\u00f3nica, independiente de que estamos en un proceso eleccionario. Por el hecho que los chilenos somos una caja de resonancia positiva y un aporte para todo el pa\u00eds, no podemos ser nosotros mismos detractores de lo que hemos construido durante tantos a\u00f1os.<\/p>\n \u2013\u00bfFuncionar\u00eda mejor esta tarea dentro de un ministerio que albergue a todas las entidades que promueven el pa\u00eds?<\/strong><\/p>\n \u2013Ese es un tema bastante lejano y, en realidad, no creo que Chile est\u00e9 en esa conversaci\u00f3n. El hecho que seamos un organismo que tiene un directorio p\u00fablico privado que preside el Canciller nos vincula mucho con Relaciones Exteriores y la Direcci\u00f3n General de Relaciones Econ\u00f3micas Internacionales, con la cual tenemos un trabajo muy colaborativo, adem\u00e1s de un muy buen nivel de conocimiento con distintas organizaciones relacionadas como ProChile, Corfo, Sernatur, Turismo Chile y la subsecretar\u00eda de Turismo, lo que ha ayudado a fortalecer la institucionalidad.<\/p>\n \u201cNuestro trabajo con AmCham ha sido extremadamente positivo\u201d<\/strong><\/p>\n \u2013Ya que uno de los focos principales del trabajo de imagen pa\u00eds es EE.UU., \u00bfcomo eval\u00faa el trabajo desarrollado con AmCham?<\/strong><\/p>\n \u2013Efectivamente, EE.UU. es un mercado estrat\u00e9gico y nuestro trabajo con AmCham ha sido extremadamente positivo; creo que somos un aporte a su trabajo y misi\u00f3n de ampliar las relaciones de comercio de bienes y servicios e inversiones entre ambos pa\u00edses. Nos hemos complementado en varios tipos de acciones, como alinear el posicionamiento que queremos proyectar y participar en las misiones internacionales que hace la c\u00e1mara, como la reciente a California para ver las mejores pr\u00e1cticas de desarrollo econ\u00f3mico exitosas y sostenibles.<\/p>\n Tambi\u00e9n hemos participado en el comit\u00e9 de turismo de AmCham para ver c\u00f3mo podemos acercar el mercado norteamericano con un trabajo m\u00e1s sostenido, consistente y coherente.<\/p>\n \u2013\u00bfCu\u00e1les son los retos pendientes para potenciar el turismo estadounidense?<\/strong><\/p>\n \u2013Dir\u00eda que no hemos sabido entender c\u00f3mo abordar el mercado norteamericano, del cual hoy llegan muchos turistas a Costa Rica en circunstancias que nosotros tambi\u00e9n podr\u00edamos ser un destino natural para ellos por la estabilidad del pa\u00eds y el tipo de oferta que tenemos. A trav\u00e9s de ese comit\u00e9 buscamos ver de qu\u00e9 manera podemos entender mejor ese mercado.<\/p>\n \u2013\u00bfC\u00f3mo ha ido evolucionando la percepci\u00f3n que tienen los estadounidenses sobre Chile?<\/strong><\/p>\n \u2013Respecto de hace 15 a 20 a\u00f1os, donde en los estudios de percepci\u00f3n en EE.UU. \u00e9ramos asociados a caf\u00e9, a carnaval e inseguridad. Eso efectivamente ha cambiado, y ahora vemos como en t\u00e9rminos econ\u00f3mico comerciales somos caracterizados como un pa\u00eds estable y seguro, que genera institucionalidad y oportunidades, especialmente en audiencias de nicho. Y en turismo, hemos ido fortaleciendo la mirada y nos ven como un destino atractivo que ofrece naturaleza y aventura.<\/p>\n \u2013\u00bfEn qu\u00e9 etapa va el trabajo con la red de profesionales chilenos en ese pa\u00eds?<\/strong><\/p>\n \u2013Nos aliamos en el tema de biotecnolog\u00eda de manera de fortalecer nuestro trabajo en la di\u00e1spora de profesionales y mapear a todos aquellos actores relevantes en temas de punta para ver c\u00f3mo acercarlos, tanto a la gente que hoy trabaja en Chile y la academia, y tambi\u00e9n con empresas que buscan aprender sobre mejores pr\u00e1cticas, y ver de qu\u00e9 manera generamos un ecosistema de innovaci\u00f3n y emprendimiento m\u00e1s robusto. En este campo, en diciembre realizamos un seminario de emprendimiento en conjunto con AmCham, y en el marco de una iniciativa de Corfo.<\/p>\n \u2013\u00bfCu\u00e1l ser\u00e1 la principal herramienta para el posicionamiento en EE.UU.?<\/strong><\/p>\n \u2013En EE.UU., principalmente estamos aportando una estrategia con una campa\u00f1a digital, para lo cual hemos estado trabajando con una agencia internacional todo este a\u00f1o. A nivel interno, estamos trabajando con una agencia creativa en conceptos como el Pregunta por Chile, un llamado a la acci\u00f3n de la campa\u00f1a que ha sido muy bien evaluada en distintas instancias.[:en] \u201cThe major legacy of this organization will be its management of Brand Chile\u201d<\/strong><\/p>\n Its launch of a large-scale campaign linked to the services export boom, in conjunction with its contribution to Chile\u2019s recognition as an \u2018unmissable\u2019 vacation destination in 2018 stand out among the achievements of Imagen de Chile, the foundation responsible for positioning the country on the international stage. Moving forward, its tasks include progress on key trends such as the digital revolution, as well as enhancing Brand Chile in the United States.<\/strong><\/p>\n By Jorge Isla<\/em><\/p>\n In recent months, a number of milestones have marked the work being undertaken by Imagen de Chile, the foundation that designs and manages the national global visibility strategy to position the country as an attractive tourist and business destination, with a unique identity and highly competitive. Noticeable among these milestones are the foundation\u2019s launch of the international campaign \u2018Pregunta por Chile, Un Mundo de Servicios\u2019 (\u2018Ask About Chile, A World of Services\u2019), which is accounting for the rapid growth of a new export frontier. The foundation has also played a key role in the multi-sector efforts to position Chile as a top tourist destination, as well as helping the country to achieve the Lonely Planet\u2019s number one tourist ranking for 2018.<\/p>\n Myriam G\u00f3mez, Executive Director of Imagen de Chile describes the task of the foundation as a complex mission, one that \u201cmanages an intangible concept related to the perceptions of others and based on a relationship that is built over a number of years\u201d. Part of this complexity includes bringing together a range of diverse actors to promote the so-called \u2018Brand Chile\u2019 abroad, and as such the achievement of the foundation\u2019s tasks rests on three foundational pillars: its status as being enshrined as a national policy, with commitment from all public institutions; the formation of strategic alliances with the private sector; and the implementation of visibility plans to boost awareness of Chile among international audiences in key strategic areas, including exports, investment, tourism and culture.<\/p>\n Imagen de Chile can trace its origins back to 1993 and has undergone continuous evolution ever since. It began as an office within ProChile where it was responsible for the general promotion of specific sectors in a small group of markets. In 2009, it was constituted as an autonomous institution funded with public finances and run by a board of directors consisting of 19 individuals, presided over by the Minister of Foreign Affairs.<\/p>\n For that reason, and unlike past strategies, \u201ctoday we don\u2019t have a particular slogan, such as \u2018Chile Always Surprising\u2019 or \u2018Chile is Good for You\u2019\u201d explains G\u00f3mez. Rather, she adds that \u201cwe are more focused on positioning the attributes of the country in a compelling way through a systematic and consistent story, ensuring that all our actions relate to our wider strategy to achieve specific, undebatable results in a cost effective manner\u201d.<\/p>\n However, she stresses that the foundation has attempted to build on the success of previous governments. \u201cThis means that progress has been made on the basis of what\u2019s gone before. The incumbent government didn\u2019t start off by ignoring past achievements and imposing a clean slate. Instead, it has incorporated distinct aspects of improvement that are based on international benchmarking trends and best practices from other countries in terms of brand positioning. Regardless of who the new government will be in 2018, I expect them to focus on building on the positives\u201d says G\u00f3mez. She goes on to note the importance of the structure of the foundation, in which its public-private board of directors provides the critical elements of \u201cindependence and autonomy, which is a tremendous strength that should be protected and preserved. So much so, in fact, that other countries are looking enviously at the model we have here in Chile\u201d.<\/p>\n In her assessment of the progress made by the current administration, G\u00f3mez believes that Chile has progressed from being an economy recognized primarily for its traditional export base, to one in which other aspects have gained prominence, such as \u201cinnovation, technology and vanguard areas such as astronomy, which have generated positive externalities and new scenarios\u201d.<\/p>\n The foundation has sought to implement specific action in these areas. This includes launching campaigns in the digital domain, which she emphasizes for their ability to \u201ccreate greater impact and general interest, and to reduce costs\u201d, as well as in services, which she describes as \u201ca disruptive and state-of-the-art challenge, in addition to an example of effective public-private work in building a brand in a sector that involves multiple sub-segments: architecture, video gaming, audiovisual production, information technology, engineering and financial services, among others\u201d.<\/p>\n Based on a diagnosis of best international practices over the course of a year, the campaign launched in October seeks to position Chile specifically in the United States and the Pacific Alliance nations, and includes ambassadors such as the renowned architect Caz\u00fa Zegers and award-winning film-maker Gabriel Osorio. \u201cChile is the best country in which to be an entrepreneur in Latin America thanks to its levels of innovation, competiveness, open economy and spirit of collaboration\u201d, stresses G\u00f3mez.<\/p>\n \u2013 How are the results of the positioning strategy evaluated? <\/strong><\/p>\n \u2013 From a combination of studies, specific assessments, international rankings, awards won and, more generally, the extent to which recognition of Chile increases on the global stage. We are registered with the Nation Brands Index to track the brand and reputation growth of Chile in a number of aspects including exports, tourism, investment, culture and people. We also track international media for relevant mentions and newsworthy content, such as the Chilean presidential elections and the decision of Lonely Plant to rank the country as the number one global tourist destination for 2018 (which I do not attribute directly to our work, although we did play an interrelated role), as well as evaluations of our efforts such as the participation in Chile Week China 2017.<\/p>\n \u2013 What success can be put down to Imagen de Chile?<\/strong><\/p>\n \u2013 Success relates to increasing the visibility of the organization and raising awareness about how it is adding value. We have achieved this through strategic alliances, more than 40 in recent years, built from public and private sector collaboration, international campaigns and a digital strategy that has generated a significant following on social media, including 2.2 million followers on Facebook. We are also highly active on Twitter, Instagram and LinkedIn.<\/p>\n \u2013 How does this success compare to similar agencies in other countries?<\/strong><\/p>\n \u2013 I think we are the nation branding agency with the most results and interaction in terms of generated content. In the last month we have launched 15 videos, thereby generating a lot of material on YouTube, we have a fantastic audiovisual repository, and we have improved the Visit Chile website considerably. We also have a full-time team of excellent journalists who highlight specific areas of interest for international audiences, such as the national network of protected land and marine parks, the latest-generation technology (for example, anti-earthquake engineering), renewable energy, biotechnology, astronomy and the efficient use of water.<\/p>\n \u2013 In conjunction with national guidelines, in what way have the regions been incorporated into building Brand Chile?<\/strong><\/p>\n \u2013 The program \u2018Chile Que Te Quiero\u2019 (\u2018Chile How I Love You\u2019) collects elements that define the identity of each region, which are selected in conjunction with the regions themselves, to see how we can enhance the national positioning strategy on the global level. In 2016, we travelled across the entire country holding workshops with public and private actors to identify the most relevant elements.<\/p>\n In the second phase of this process, in 2017, a final document was drawn up that took this work conducted with stakeholders and regional audiences to the general public, inviting people to vote on four iconic elements, which we are devising. Subsequently, three key events will be held at the regional level.<\/p>\n Number of Companies Using the Brand Reaches 230<\/strong><\/p>\n \u2013 To what extent has Brand Chile been used by companies in different promotional campaigns such as labelling, packaging and on website advertising? <\/strong><\/p>\n \u2013 The licensing program concerns how the initiative \u2018Uso de la Marca Chile\u2019 (\u2018Use of Brand Chile\u2019) adds value to businesses. There are now 230 companies from distinct sectors and a number of regions that are using the brand, primarily in food products and tourism. Now that a critical mass has been created, the challenge is to increase coverage and brand loyalty. In 2016, we awarded a prize to the company with the most active use of Brand Chile at the national level and we plan to expand this initiative at the regional level moving forward.<\/p>\n \u2013 What progress has been made in terms of branding for the productive sectors? <\/strong><\/p>\n \u2013 We have created the Chile Mining brand through a public-private initiative. We have also worked closely with other sectoral brands since we form part of the committee, and we are currently in the initial stages of brand building in this area. Progress has been made, but there are, of course, opportunities for improvement.<\/p>\n \u2013 To what extent are you focusing on international events? <\/strong><\/p>\n \u2013 In conjunction with ProChile and InvestChile we are working in a fluid, coordinated and collaborative manner in this regard. Furthermore, we will be represented at key international events in the coming years, including the Asia-Pacific Economic Cooperation Summit 2019 and the Expo 2020 Dubai.<\/p>\n \u2013 To what extent have the productive sectors understood the need to work together to build a national brand? <\/strong><\/p>\n \u2013 All efforts that are undertaken but not aligned towards the national brand, ultimately, lead to a loss of resources and a lack of coordination. Therefore, actors increasingly understand the need to work together in a coordinated manner to move forward.<\/p>\n \u2013 What will be the main contribution of Imagen de Chile? <\/strong><\/p>\n \u2013 The major legacy of this organization will be its management of Brand Chile, in terms of the concrete projects that have been implemented and that are adding value and increasing the visibility of the institution as a whole, particularly in global media and at international events. In addition, there are significant contributions related to partnership projects implemented between public and private actors; a highly professional and committed team that operates according to best practices; internal efforts to systematize processes and procedures and to manage knowledge so that everything is documented and registered and able to serve as a base for future endeavors.<\/p>\n \u2013 At the national level, debate has been marked by criticism of large sectors regarding what has taken place in Chile since the early 1990s. How should this issue be addressed? <\/strong><\/p>\n \u2013 We have a great country, with many aspects that should be valued, as well as areas that need to be improved. We need to reach a situation in which society can coexist more harmoniously, regardless of the fact that the country is in the midst of an election process. Since Chileans are generally positive people who provide active support for the country as a whole, we cannot be the ones to detract from what has been successfully built over the last two and a half decades.<\/p>\n \u2013 Would the role of your organization be more effectively fulfilled in a ministry that oversees all entities working to position the country abroad?\u00a0 <\/strong><\/p>\n \u2013 That idea is very far off and, in reality, I do not think that such a conversation is taking place at the moment. The fact that we are an entity with a public-private board of directors that is presided over by the Minister of Foreign Affairs ensures ongoing collaboration with not only that ministry, but also the General Directorate of International Economic Relations, with which we work very closely. We also have a productive understanding with similar organizations, such as ProChile, Corfo, Sernatur, Turismo Chile and the Undersecretariat of Tourism, which has helped to strengthen the wider institutional framework.<\/p>\n \u201cOur work with AmCham Chile has been extremely positive\u201d<\/strong><\/p>\n \u2013 Since one of the main areas of focus for building national branding is the United States, how do you evaluate the work undertaken with AmCham Chile? <\/strong><\/p>\n \u2013 Indeed, the US in a strategic market for us and our work with AmCham Chile has been extremely positive. I think we contribute to the work of the chamber and its mission to extend the trade relationship in goods and services, and investment, between the two nations. We have complemented each other across a number of different areas, such as the kind of positioning to project, and the type of international missions that are staged by the chamber and in which we want to participate. An example of this is the recent mission to California to gain an insight into best practices regarding successful and sustainable economic development.<\/p>\n We have also participated in the Tourism Committee of AmCham Chile to understand how we can gain access to the US market through a sustained, consistent and coherent approach.<\/p>\n \u2013 What are the pending challenges to boost US tourism to Chile?<\/strong><\/p>\n \u2013 I would say that we have not yet fully grasped how to capture the US market. Many American tourists now visit Costa Rica and Chile could transform itself into a natural destination for US citizens thanks to the stability of the country and the type of offering that we provide. That is why, by means of the aforementioned AmCham Chile committee, we seek to enhance our understanding of the US market.<\/p>\n \u2013 How has the American perception of Chile evolved over time? <\/strong><\/p>\n \u2013 Around 15 or 20 years ago, studies on US perceptions showed that we were thought of in terms of coffee, carnival and insecurity. This has indeed evolved over time and now Chile, in economic and trade terms, is considered secure and stable, with strong institutions and numerous opportunities, particularly for niche markets. Regarding tourism, efforts to strengthen the national brand are paying off and the country is seen as an attractive destination for nature and adventure.<\/p>\n \u2013 What progress has been made in your work with the network of Chilean professionals in the US?<\/strong><\/p>\n \u2013 We have formed alliances in the field of biotechnology to strengthen our work with the diaspora of professionals there, and we have also mapped all relevant actors related to top issues to gauge how they can be best approached. This includes people who now work in Chile and, in particular, academia, in addition to companies that are looking to learn about best practices. The aim of this approach is to better understand how to generate an even stronger ecosystem of innovation and entrepreneurship. Accordingly, in December 2017 we staged an entrepreneurship seminar in conjunction with AmCham Chile, as part of a wider initiative implemented by Corfo.<\/p>\n \u2013 Moving forward, what will be the main tool for positioning Brand Chile in the United States? <\/strong><\/p>\n \u2013 In the US, we are primarily pursuing a strategy with a digital company, which has involved working closely with an international agency throughout the whole of 2017. At the internal level, we are working with a creative agency on concepts such as the \u2018Ask About Chile\u2019 scheme, which was a call for action from a campaign that has received widespread positive feedback.[:]<\/p>\n","protected":false},"excerpt":{"rendered":" [:es] \u201cEl gran legado de esta administraci\u00f3n va a ser la gesti\u00f3n de la Marca Chile\u201d El lanzamiento de una campa\u00f1a a gran escala alineada al boom de exportaci\u00f3n de servicios y su aporte al reconocimiento de nuestro pa\u00eds como el destino tur\u00edstico \u201cimperdible\u201d en 2018, destacan en el balance de la fundaci\u00f3n a cargo […]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"template":"","news_tax":[],"user_type":[],"class_list":["post-10324","news","type-news","status-publish","hentry"],"acf":[],"yoast_head":"\n![\"\"](\"https:\/\/amchamchile.cl\/wp-content\/uploads\/2017\/12\/Myriam_1-708x1024.jpg\")
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