The global meeting on country branding strategies, City Nation Place, was held last week in London and Fundación Imagen de Chile took part in the various conferences and exchanges of experiences with experts in charge of the reputation of cities, regions and countries around the world.
"For us it is very important to be aware of what is happening in the area of nation branding, which is changing in line with the global changes we are experiencing," said the executive director of Imagen de Chile, Rossana Dresdner. In this sense," she added, "it was gratifying to see that we are applying strategies and initiatives that are in line with much of what is being developed in countries with more experience in this area.
Dresdner emphasized that Chile is today committed to a mixed strategy, "between a country brand and a public diplomacy strategy, which manages to transmit to the world not only our advantages and strengths, but also our values, what we believe in, what we defend".
He added that, in recent years, the Chile Brand has matured significantly, which is expressed in the promotion of exports and tourism, as well as in a successful strategy for attracting investment. But this is something that needs to be complemented.
"One of the themes that emerged strongly at this world conference was the importance of public diplomacy actions, because a country's image and its capacity to influence do not depend only on its economic performance, but also on the values that govern its development. And this is especially important in the world we live in today", concluded Dresdner.
City Nation Place Awards
Year after year, the City Nation Place Awards highlight the best in strategic thinking to build and manage the reputation of destinations, towns, cities, regions and nations around the world. Categories range from Best Communication Strategy, Best Use of Data, to Place Brand of the Year.
In the previous version, Chile's country brand strategy was nominated and finalist in two categories to compete for the City Nation Place Awards 2022 version, where its Chile Creando Futuro campaign was "Highly Commended" in the Place Brand of the Year category. Likewise, in 2021 it received the "Best Use of Data" award for its longitudinal study in priority markets.
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