Making Chile Visible
The article "Making Chile Visible: Purposes, Operationalisation and Audiences from the Perspective of Nation Branding Practitioners" by César Jiménez-Martínez takes a unique approach to studying the Chilean brand. Jiménez-Martínez, who previously worked with campaigns designed to help promote the image of Chile abroad, interviewed local actors to uncover their opinions about the nation branding process, opinions he believes were left out of previous examinations.
The article was published in the journal Geopolitics and is divided into five sections: 1) a theoretical discussion of nation branding, 2) the history of nation branding in Chile, 3) the difficulties of developing and making a single nation brand visible, 4) the tensions of operationalization, and 5) controversies in relation to an audience.
The full article is available here at Taylor & Francis Online.