Historia del bar

COUNTRY BRAND

1. Concept

The country brand, create an image for the country from various component parts such as climate, geography, history, governance, culture, famous people, products, services, among others.
As a brand, you can include a logo and a slogan. This brand measured "the perception of the directs and indirect consumers, and potential of the country" (Joseph FrancescValls).

2. Objetivos

The country brand is to create a concept that allows us to promote the country through a mix of distinguishing features that help to show their competitive advantage.

Among the main objectives for the nation brand are:

➢ To enhance and complement all initiatives and activities that want to improve the international integration.
➢ To generate greater economicgrowth.
➢ To promote and disseminate the country to achieve recognition of the distinctive value of all goods and services produced there.
➢ Contribute to position products from a country in world markets.
➢ To generate interest in tourism to the country.
➢ Contribute to the productive development of Small, Medium and Large Business.
➢ To spread the differential values ofthe supply of the country in all its expressions productive, cultural and service.
➢ To attract investment.

3. Importancia

In the global and competitive world of today, the countries compete in diverse aspects like tourism, investment, resources, buyers for his products and services, between others.
The importance of the brand country takes root in that it is the image that itrepresents to the country before the eyes of the world and allows to represent a global and consistent concept of yes and to transmit his distinctive and positive attributes. Ergo, is the opportunity of the country to define how it wants to be seen and to communicate it to the whole world. The form in which a country is perceived can do a critical difference for his international success in diverseaspects.
One marks strong country and positive he is of benefit to everything what a country produces due to the fact that a prestige offers to them extra that the endorses and encourages his consumption on the part of the consumers of the whole world. In addition, the trend to use the information of the native land of the product as quality indicator is every time major and, for ended, is turninginto a determinant factor into the choice of purchase of the consumer. For it performs vital importance that elaborates carefully the brand country and that all the efforts of promotion unify for the successful development of his companies in the future. On having sold a perception that offers confidence, the exporting companies will have major competitiveness in aspects as power of penetrationand negotiation of the exporters towards the world market.

A brand country must include:

➢ To communicate benefits and advantages of the country.
➢ To attract talents and investments.
➢ To promote sources of economic value.
➢ To eliminate stereotypes and cliches.
➢ To express the only central idea.
➢ To construct competitive global advantages.
➢ To serve assource of differentiation.
➢ To relate different offers of the country.
➢ To obtain major profitability of the investments.

I. CHILE COUNTRY BRAND

Chile nowadays comes developing diverse strategies to allow that his economy should continue growing, since it comes doing from the 80, registering between 5 % and 7 % I mediate of growth in the last years.
During the decade of the90 aligned with his politics of economic opened the market, the Corporation of Tourism (CPT) and ProChile they began campaigns independent from promotion for the country, the concept developed by CPT was " Chile: nature that it affects ", whereas ProChile initiated propagandas with the concept " Flavors of Chile ". Nevertheless, since a way of unifying forces took the decision to create a brand...