The country imageis a public good and, as such, each and every Chilean has a responsibility to help strengthen it. The actions of each citizen, in combination with coordinated efforts between all sectors, will have an impact on whether Chile can present itself as an attractive destination and project a unique and competitive identity that combines trade, economic, cultural, political and social elements.
We need to impress upon every Chilean that stewardship of the country image is one of their responsibilities as a citizen. By doing so, we will create widespread willingness and domestic cohesion, which are key for a positive country image.
In short, diversity, tradition, progress and trustworthiness. This is our Brand Chile and building it is a collective challenge. It is a task that calls for all the riches and diversity that is Chile to be combined into a symbol that communicates to the world the vitality of an entire country, thereby opening up a path for more and better opportunities.