MercoPress. South Atlantic News Agency

Country image and brand for Chile.

Interbrand Chile won the 150,000 US dollars contract for designing a Country Image Strategy for Chile financed by the government and private companies.

A Pro Chile Committee made up of the main Chilean companies linked to international business decided on a systematic and professional effort to promote the country taking into account the sustained growth and commerce of the Chilean economy; the opportunities offered by the recent trade agreements signed with several regions of the world; the significant investment by other competing countries in promoting exports, tourism and attracting overseas investments; the support requested by those Chilean companies that have succeeded in building an image for their exports and attracting investments.

The two stage approach will begin with a strategic plan to strengthen Chile's country image mainly in the media and communications, plus a closer coordination with other government and private efforts.

The second stage will be the creation of the "Chile" brand as a distinctive "umbrella" image which will position the country in those areas that are strategic for Chilean exports, investments and commercial relations.

Interbrand was selected out of a list of nine bidders and the Selection Committee included virtually all the main organizations of the country such as those related to fisheries and salmon, fruit, wines, poultry, Santiago's Commerce Chamber, all government institutions linked to export and investment promotion activities plus arts and culture.

Interbrand was founded in 1974, has branches in 25 countries and has won several times the Best Marketing and Branding Global Consultant Prize from Global Finance.

Clients in Chile include, Banco de Chile; Vinos Concha y Toro; Nestlé; Viña San Pedro; Compañía Sudamericana de Vapores; Compañía Cervercería Unidas; Banco Wiese Sudameris; Petrobras. "Interbrand must find those conditions of Chilean identity which are most attractive and relevant for our audiences", said Luis Hernan Bustos from Interbrand Chile.

A successful country-image must be believable, relevant, differentiating, inline with reality and the aspirations of a nation, "because it's a joint project of the government, private sector, the arts and culture, communications and all those institutions involved in an outstanding "Chile" brand", added Mr. Bustos.