Marca Los Ríos is an initiative launched by the Regional Productive Development Corporation and funded by the Los Ríos Regional Government.
Creation of a regional brand
How do you build a regional brand capable of projecting a territory’s identity?
Marca Chile served as a strategic advisor and technical partner, contributing its expertise in country branding and place branding.
The challenge was to transform the distinctive attributes of the Los Ríos Region into a brand capable of strengthening its identity, fostering a sense of belonging, and positioning the region to seize new opportunities.
A co-designed brand
The Los Ríos Brand emerged from a process of listening and collaboration. Through various participatory initiatives, representatives from the public and private sectors, academia, and civil society helped define a shared identity that reflects the region’s diversity and potential.
Marca Chile supported the project's development, helping to define the brand narrative and providing feedback throughout the various stages of the process.
“More than just creating a simple logo, building a regional brand means strengthening a region’s identity and establishing it as a strategic tool for its development and visibility.”
Víctor Palma Palomera
Director of Strategic Brand Alliances at Marca Chile.
As a result of the participatory process, six concepts were identified to guide the region’s identity and positioning:
- Inhabited Natural Resources
- Water as a unifying element
- Sustainability
- Multiculturalism
- Resilience and Collaboration
- Productive Diversity with an Eye Toward the Future
“Each region has its own history, heritage, and human resources, which are reflected in its identity. In that sense, the development of regional brands strengthens Chile’s image.”
Luis Cuvertino
Governor of Los Ríos
A Shared Vision
The Los Ríos brand goes beyond visual identity to establish itself as a strategic asset that strengthens regional identity, articulates a shared vision of the region, and drives its development and visibility.