Since little more than a decade, coined the term " country brand, all governments have followed closely this index, which assesses elements such as exports, the government's competence, cultural aspects, the sympathy of the people, tourist attraction and the ability to attract talent and capital. The 2008 ranking of Anholt-GfK Roper ranked Chile in 38 th place in a universe of 50 countries measures. Within Latin America, our country will beat Ecuador, Peru and Cuba. Germany was considered the best "brand" total, followed by France, Britain, Canada, Japan, Italy, USA, Switzerland, Australia and Sweden. The survey was conducted in 20 developed and developing, which play important roles in international relations, trade and flow of business, culture and tourism. In total, 20,157 interviews were conducted, with an average of 1,000 per country. The choice of the 50 nations measures are based on political and economic importance.
countries, such as products, seeking to settle in the market as unique markings, Attractions and differentiating. Pro Chile understood this idea a few years ago and launched the country's image "Chile, All Ways Surprising", a pun that could llers as Chile surprises Always "or Chile surprised anyway," or by all means " or the like. They say it was better received within the country than outside it, in which case it would be a failure. Agentina has not been left behind. In 2007 the country has launched its brand and, as in Chile, some have compliant left and others less so.
Interbrand was commissioned to make the diagnosis, studies and proposals. This international company is awarded the project through a public tender and was chosen for its expertise in the areas of research, development and implementation of strategic plans in the field of international communications, as well as the creation and positioning of corporate identity and brand building in-country . Founded in 1974, Interbrand has over 40 offices in 25 countries. He has been twice honored by Global Finance magazine as the Best Global Consulting Marketing & Branding. The campaign cost would be U.S. $ 150 thousand, which are funded by public and private sector.
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