Among its activities in the cities of Villarrica and Temuco, Imagen de Chile invited local businesspeople and entrepreneurs to join the Uso de Marca (Brand Use) program, whose benefits range from institutional support to positioning and origin valuation.
Reputation, competitiveness, and support. These are the main benefits that companies that adopt the Marca Chile (Chile Brand) for their products and services receive today. Imagen de Chile, the agency behind the program, held two meetings with local entrepreneurs from La Araucanía Region to promote the program.
The third meeting, “SMEs and entrepreneurship drive Villarrica,” informed attendees about the support that regional and national agencies can provide to local entrepreneurs, as well as tools for strengthening SMEs. The meeting was co-orgnized by EPA! CoWork, the Centro de Negocios Sercotec Villarrica, and El Centro Empresarial de Villarrica. The head of the Uso de Marca Chile program, Víctor Palma, was in attendance, along with representatives of SERNATUR, CORFO, Banco Estado, ProChile, SERCOTEC, the Universidad de La Frontera, and other institutions.
Later, in Temuco, the agency hosted a session entitled, “Imagen de Chile Mission, the role of the country brand and key tools for brand management.” There, Imagen de Chile’s Víctor Palma presented the benefits and options for membership in the Uso de Marca Chile program, using the local company Woodnic as an example, and explaining how the Chile brand program has helped build its marketing strategy. The activity was organized by the Mesa de Ecosistema de La Araucanía, the Centro de Negocios de Temuco, and APYME Chile.
