More and more people are recognizing the “Brand Chile.” This is evident from the results ofthe 2026 Chilean Pride Study, conducted by the Imagen de Chile Foundation, which shows a significant increase in recognition of the country’s symbol in recent years.
When asked, “Do you remember seeing the Marca Chile logo even once?”, 76% of respondents answered “yes” in 2026, compared to 55% in 2020. In other words, recognition of the logo increased by 21 percentage points over six years.
Along with this expanded reach, the country brand is also strengthening its connection with the public. Eighty-one percent say that the “Marca Chile” brand makes them proud, while trust in products and services that carry the brand has grown from 67% in 2020 to 81% in 2026.
Likewise, the importance of having a brand that communicates the origin of products and services remains high and stable. Eighty-two percent consider it important to have a logo or the “Marca Chile” mark that identifies the Chilean origin, a figure similar to the 81% recorded in 2020.
In this vein, the brand is currently used by more than 3,000 licensees participating in the Made by Chileans program, which brings together small and large companies of Chilean origin.
Felipe Carrasco, Marketing Director of Marca Chile, emphasized that these results reflect an increasingly deep connection between the public and the country’s image. “These figures show that Marca Chile has established itself as a symbol that is relatable and recognizable to people. Today, there is a greater appreciation for what represents us in the world, and Chile’s ability to project positive attributes—both abroad and within our own borders—is a source of pride,” he said.
He added that “seeing how the ‘Marca Chile’ brand has become part of people’s daily lives is very meaningful. Today, the logo can be found in such diverse settings as public transportation, products, services, and experiences that represent the best of our country, and that has allowed us to build a closer connection with the public.”
