A positive country image helps create opportunities for its inhabitants, thereby improving their quality of life.

As the country brand agency for the Marca Chile brand, Imagen de Chile’s mission is to promote Chile’s image worldwide, increasing its awareness, reputation and preference in the international market.

The Marca Chile brand showcases our country through the talent of Chileans and their contributions in terms of quality of life, sustainability and caring for local and global communities, inviting us all to create a better future together.


Our mission is to promote Chile’s image around the world and to improve its competitiveness through our management of the country brand.


Our goal is to contribute to the development of opportunities for Chile and Chileans, boosting our international recognition and reputation.


Pursuit of Excellence

We are driven by quality. We want all of the initiatives we implement to improve over time and generate lessons that we can learn from.

Commitment and Sense of Nation

We are moved by a desire to contribute to the country’s development, creating more opportunities for its residents and production sectors.

Inspiration, Innovation and Creativity

We want to encourage others to share our passion for the country’s image, seeking out new perspectives and ways of working to make an impact on our scope of action.

Collaborative Spirit

Our work is generous and collaborative. We promote team work and form networks that incorporate others in order to achieve the best results.

Imagen de Chile is run by a multidisciplinary team. The foundation relies upon a highly-qualified board of directors, chaired by the Minister of Foreign Affairs and comprised of representatives from the public and private sectors, to help carry out its important role and to look for support in strategic decision-making.


The main responsibility of Imagen de Chile is brand management in order to boost Chile’s image and improve spontaneous appreciation of the country by non-Chileans. This is done by designing and implementing a coordinated strategy that highlights Chile’s unique and competitive identity, combining trade, economic, cultural, political and social aspects.

This strategy involves activities designed to help position the country such as marketing campaigns, trend analyses, studies, expert consulting services for stakeholders and cross-sector coordination between public and private institutions. These activities serve to build the country’s image both within and outside of Chile.

The goods and services provided by the foundation are built upon its expertise in brand management and are centered around: