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Sectoral brands programme
Where
Chile
Chile
When
2016
2016
Who
Export promotion agency (prochile) - ministry of foreign affairs
Export promotion agency (prochile) - ministry of foreign affairs
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Description of the policy/measure
Brands sectoral is a public contest for projects seeking to promote a particular national productive sector, through the creation and implementation of a brand that is representative of the sector (pisco chile, chilean salmon or fruits from chile). each project designed a brand strategy in order to penetrate one or more international markets through a public-private partnership working that has the advantage of economies of scale for diffusion and positioning the sector abroad, working its image under the attributes associated with the country brand.
2005 Convention Monitoring Framework Goal(s)
Area(s) of Monitoring
Cultural Domain(s)
Results achieved
This call aims to support the design, implementation and strengthening the international position of sector brands, representing national productive sectors that contribute to the construction of chile's image abroad. the development process of sectoral brands considered plan, design, communicate and monitor a brand through strategic management of all assets of a productive sector. thus, it seeks to highlight the role of the sector brand, as the set of mental associations that a consumer has, and that adds to the perceived value compared to the productive sector of a country.