The executive director of the Imagen de Chile Foundation, Rossana Dresdner, has shared valuable perspectives on Chile’s international positioning processa project that has not only sought to promote the country abroad, but also to foster a collective identity based on principles of sustainability, democracy and diversity.
This effort is aligned with the purpose of CAF – development bank of Latin America and the Caribbean – to establish a Region Brand that promotes a unified identity for Latin America and the Caribbean, highlighting our uniqueness, unmatched opportunities for tourism and investments. , and positioning the region as a benchmark for sustainable solutions. Dresdner highlighted the importance of diversity as “part of that common offer of all of Latin America and the Caribbean.”
According to your vision, The current challenge not only lies in the positioning of the brand, but in guaranteeing its adaptability and relevance in various international contexts. “Sustainability, for example, is something that today Chile is betting on in the production of services, in tourism, in the policies that it is promoting at the national and international level,” Dresdner mentioned, underlining how these transversal elements are fundamental for a coherent and effective brand.
The executive director of the Chilean Image Foundation also emphasized the need for the brand to be “moldable, a brand that is capable of serving in concrete terms those who are going to use it.” This not only applies to the brand’s aesthetics, but also to its practical application in sectors as varied as renewable energy and tourism. Throughout his administration, he has witnessed how various industries have been incorporated under the country brand.
Here we explore five keys that have been essential in this positioning process:
Representation of diversity: Cultural and social diversity is a wealth that Latin America and the Caribbean offer to the world. Dresdner emphasizes the importance of the Region Brand being inclusive and able to represent this diversity. “Our brand must be able to serve in concrete terms those who will use it, adapting to the diversity of those represented,” she says. This flexibility allows the brand to be relevant and resonant in different contexts.
Commitment to sustainability: The focus on sustainability is crucial for the positioning of the Region Brand. Dresdner points out that “sustainability is a transversal value in our national and international policies.” From renewable energy to sustainable tourism, these elements reinforce the image of the region as responsible and conscious of the future.
Assessment of democracy: Political stability and respect for democratic institutions are vital components that strengthen trust in the Brand Region. “Chile is seen as a reliable country because our institutions work and are respected,” Dresdner highlights. This respect not only attracts investments but also improves international perception.
Sectoral integration: An effective Region Brand must be transversal and capable of integrating various economic sectors under the same umbrella. From renewable energy to culture, each sector must feel that the brand represents and benefits them. “Last year, we incorporated mining and we are already seeing how this integration adds value,” Dresdner illustrates about recent efforts to unify sector representation.
Continuous adaptability: Finally, the ability to adapt is essential for the long-term success of a Region Brand. “A successful territorial brand is a continuous process of adaptation and dialogue,” explains Dresdner. This approach ensures that the brand can evolve with changes in the political, social and economic environment, ensuring its continued relevance and effectiveness.
These keys highlighted by Rossana Dresdner underline the importance of a well-articulated Region Brand, not only to promote the region, but to promote integrated and sustainable development that benefits all Latin Americans and Caribbeans.
