Representatives from fourteen nations will meet in our country from November 26-29 to discuss place branding or international positioning. In this eleventh version of the CIMAP Council, Chile will present its strategy based on the axes of democracy, diversity and sustainability.
Fourteen countries will participate in the Ibero-American Country Branding Council Forum to be held this year in Chile, in Valparaiso, bringing together agencies and institutions that work on the concept of Country Branding and that, through Place Branding, seek to position their countries internationally.
This forum is a very important international event because it is a space for Latin American countries to exchange experiences". Rossana Dresdner, executive director of Fundación Imagen de Chile.
In our country, the Chile Brand strategy is in charge of the Fundación Imagen de Chile, whose executive director, Rossana Dresdner, highlighted the relevance of this work for the development and conquest of new markets, and the role that the public-private articulation has in this process. "The promotion of a country allows it to make itself known in the world, to make known its strengths and also its values, to gain more influence in the markets as well as in multilateral spaces and to have more incidence". He stressed the importance of collaboration between countries in this work. "This forum is a very important international event because it is the space for Latin American countries to exchange experiences. The promotion of a country brand, or place branding, is a relatively new and complex discipline, especially in regions with developing countries like ours and, therefore, the exchange of knowledge allows us to make better progress".
The Ibero-American Forum, which will take place in the Valparaíso region at the Federico Santa María University, will begin with a reception at the Valparaíso Cultural Park, followed by working sessions and the exchange of experiences. Among the national authorities are the Minister of Culture, Arts and Heritage, Carolina Arredondo; the Chilean Undersecretary of Foreign Affairs, Gloria de la Fuente, the Undersecretary of Tourism, Verónica Pardo, the international director of ProChile, Natalia Arcos, the president of Sonami, Jorge Riesco and Iván Marambio, President of Frutas de Chile and of the Food Export Council, as well as regional authorities.
Since 2023 Marca Chile has started a joint work with various private and public organizations, which today total about 60, to show abroad the commercial, touristic and cultural virtues of the country, as well as social strengths, such as gender equality, progress in sustainability, and democratic stability.
Among its promotional activities is its "Made by Chileans" brand use program, which to date has 2,320 licensee companies, of which 69% are products and 31% services, and 57% are from the Metropolitan Region, 11% from the northern zone, and 32% from the southern zone. These users are present in more than 130 countries through their exports, highlighting the markets of Argentina, the United States, Brazil, China, Japan and Spain, where the greatest demand is in food and beverages, tourism, wines, creative industries and services.
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