Affiliation:
1. College of Communication, Boston University, USA
2. Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, USA
Abstract
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.
Subject
Marketing,Organizational Behavior and Human Resource Management,Strategy and Management,Linguistics and Language,Communication
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Cited by
2 articles.
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