ABSTRACT
This chapter analyses to what extent nation branding in Chile has included the ever-growing sociocultural variety or whether it has tried to project a one-dimensional representation. It also analyses the ways in which a particular Chilean organisation, Brand Chile, which is in charge of granting a license for people and companies who wish to use the brand “Chile”, has constructed this specific type of nation brand. The chapter focuses on cultural approaches to nation branding, as they include insights from media and cultural studies, and tend to look at “the implications of nation branding for national and cultural identities”. It explores that the process of shaping a nation's brand should take into consideration the socio-cultural changes that the country in question has experienced, especially those that have occurred recently. The chapter presents a specific case study based on a corpus-driven approach to discourse analysis to analyse the patterns that express either regularities or exceptions in language.
