ABSTRACT

Chile ‘All Ways Surprising’ or Chile ‘Always Surprising’ are the main slogans used for the new country brand of Chile, which wants to position itself as unique in the continent. The new logo and slogan were designed by ProChile, the Export Promotion Bureau, which is responsible for implementing and enhancing Chile’s trade policy and promoting of the country in international markets. Located in the Southern part of Latin America, Chile has become a

regional leader thanks to its democratic stability that offers a secure business environment. Chile extends over a surface more than 4000 km long with an average width of 180 km. It is the longest South American country. It has developed a robust economy, based on a diversified production structure coupled with a low inflation rate, stable external accounts and strong international reserves. Chile has a vast network of free trade agreements with other countries, including the USA, EU and Korea among others, which have placed it in a privileged position as a leading world trader and a strategic business base in the region. However, the main export products are still largely limited to copper and traditional products such as fresh fruit. The country is positioning itself through ProChile as ‘Chile, all in one

country’, which can produce and sell a more diversified range of products because of its geographical locations. The objective is to develop an array of export products ranging from exquisite salmon to world-class wine to fresh fruit and to award-winning extra virgin olive oil. For instance, ‘We have it!’ was the theme of recent advertising appearing in the Chilean airline LAN’s in-flight magazine. International focus groups in London, New York and other key capitals around the world formed part of an independent study, as well as the development of a new brand strategy, led by Interbrand the specialist brand agency selected by ProChile to carry out the country brand strategy in 2005. Certainly, there have been two key industries that have helped to

create a clear positioning of Chile in international markets. These are the wine industry and the salmon industry. This case is going to focus on Chile’s wine industry and discuss the effect of nation branding and country-of-origin on this crucial sector of the Chilean economy.