Luciano Castellucci, an academic at the Business School of the Universidad Adolfo Ibáñez, Master in Marketing and Partner of the Watson consulting firm, gave a presentation at the workshop. Castellucci commented on the value of origin in products that "nowadays people are more aware of brands that have this authentic root. There is a trend in favor of more nationalistic brands and Chile has an opportunity to embrace the local. I believe that the Chile Brand is a validator of authenticity and quality also because of its results. For many people when choosing a product, having the Chile brand seal can tip the balance towards that company".
Also participating in the workshop was the executive director of Imagen de Chile, Constanza Cea, who stated that "the Chile Brand seal highlights the attributes that make us unique and different in Chile: our extraordinary nature, the richness and variety of our territory and, above all, the talent, creativity and entrepreneurial capacity of our people. Consumers are increasingly deciding their purchase considering factors such as origin, environmental care and the purpose of the brand behind it. That is why today more than ever, we invite Chileans to prefer Chilean products, which carry this seal of the Chile Brand and thus support local entrepreneurs".
Some of the participating companies shared their experience with the program and told what they consider to be the added value of the Chile Brand in their company. Francisca Pacheco, Commercial Director of Cervecería +56, a Chilean SME that bears the Chilean telephone code in its name, said that "for us it is essential to have Marca Chile because it is the foundation and support of our brand and our identity. We always want to promote what is national and Chilean. We are proud of what we have in our country and for carrying the Chile Brand".
Boketo is a new line of signature confectionery and its Administration and Finance Manager, Loreto Klein, highlighted two important values of carrying the Chile Brand: "The projection of thinking about exporting and representing the country's identity abroad and also strongly promoting local consumption, so that Chileans prefer Chilean products".
Similarly, Marisol Villalobos, Commercial Manager of Peluquería Francesa, which has had its premises in Barrio Yungay for more than 150 years, said that "it adds value to us because it is a recognition of the trajectory and the services we offer. It is a seal of trust. The Chile Brand adds value for the public because it has the country's name, and that generates closeness and identity with our company".
The textile company Monarch produces 17 million garments a year, and the Chile Brand is present on each of its packages. "We have always highlighted what is made in Chile. Being part of Imagen de Chile and working hand in hand with them three years ago, being one of the few textile companies still working in Chile, is a source of pride," said Product and Design Manager, Paz Macera.
