A cocreational approach to nation branding: The case of Chile

Pablo Miño, Lucinda Austin

Producción científica: Contribución a una revistaArtículorevisión exhaustiva

3 Citas (Scopus)

Resumen

This case study examines Marca Chile’s nation branding campaign “Chile Que te Quiero” (Chile, I Really Love You). The campaign, that ran between 2016 and 2018, aimed to facilitate dialogue among Chileans around their shared national symbols, traditions, and cultural artifacts to cocreate meaning around their nation brand. In this article, we propose that professionals working in nation branding campaigns should act as facilitators of dialogue among different publics within a country to find points of convergence and divergence around what constitutes the identity of their nation. The key role of dialogue and cocreation of meaning within public relations scholarship is explored.

Idioma originalInglés
Páginas (desde-hasta)293-313
Número de páginas21
PublicaciónPublic Relations Inquiry
Volumen11
N.º2
DOI
EstadoPublicada - may. 2022
Publicado de forma externa

Nota bibliográfica

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© The Author(s) 2022.

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