Chile has become a success story in terms of country brand positioning. From belonging to a region of the world associated with coffee and carnival, it has managed to differentiate itself from its neighbours and highlight its most distinctive characteristics about its inhabitants and geography.
A BBC article refers to the successful trajectory led by Fundación Imagen de Chile for the territory’s brand development program. The organization has sought to position the country with more specific approaches such as stability, geographic diversity and the entrepreneurial character of its people.
Although measuring the success of a country campaign is difficult, some objective data are the increase in foreign direct investment from US$4.3 billion in 2003 to US$30 billion in 2012. Meanwhile, the number of visitors to the country has reached the historic figure of 6.45 million people over the past year.