Sectoral Brands Programme

Export Promotion Agency (PROCHILE) - Ministry of Foreign Affairs
Key objectives of the measure:

It has allowed supporting the design, the implementation and the international strengthening of representative brands of the audiovisual, musical and publishing sector which contribute to the construction of the chilean image overseas.This measure is linked to the Articles 2.5, 13 and 14 of the 2005 Convention.

Scope of the measure:
Local, National, International
Nature of the measure:
Main feature of the 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.

Results expected through the implementation of the measure:

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.

Financial resources allocated to implement the measure:

Information no available.

Goal(s) of UNESCO's 2005 Convention
Cultural Domain(s)
Cinema/ Audiovisual Arts