Making Chile visible: purposes, operationalisation and audiences from the perspective of nation branding practitioners

Chile has become the paradigm of nation branding in Latin America, employing branding initiatives to try to shake off the uncomfortable past of Augusto Pinochet’s dictatorship, as well as to create a ‘new’ image that fits into a globalised and neoliberal world. Whilst there has previously been some analysis of Chile’s branding efforts, the viewpoints of the local actors involved in these initiatives have largely been ignored. This article addresses this issue, examining the tensions faced by different individuals who have taken part in nation branding in the country. Drawing on interviews with some of these individuals, this article examines three areas of tension: (1) the conflicting purposes guiding the practice of nation branding, (2) the difficulties around the operationalisation of nation branding and (3) the controversies regarding the intended audiences for their efforts.