Sectorial Brands

It is a public competitive fund that supports the international promotion of different Chilean export sectors, through the creation, design and implementation of sectoral brands. The brands bring together and represent these productive sectors nationally and strengthen Chile’s image abroad.

The Sectoral Brands Program contributes to the associativity and differentiation of the sectors, creates economies of scale, promotes the international expansion of SMEs and generates improvements in the recollection and identification of a product and/or service.

What is a Sectorial Brand?

It is the creation and implementation of a brand that is representative of a specific national industry or sector, with the objective of penetrating one or more international markets and promoting the image of the sector and of Chile abroad.

It is possible to apply to two types of projects in the program:

• Sectoral Brand Design and Implementation Projects: These are projects that include a brand design stage and a marketing campaign stage in the target market. The objective of the projects is to create new sectoral brands, working on and developing their conceptualization, graphic image, promotion strategy and action plan.
  

• Sectoral Brand Implementation Projects: These are projects that already have a developed sectoral brand and need to implement a new international campaign.

The implementation period for these projects is 24 months (two years). However, a six-month extension can be applied for in the case that the activities considered cannot be carried out in the initially approved timeframe for causes that are not the fault of the beneficiary.

The projects submitted could receive co-funding for the following types of activities, according to the phase they are in:

Design Stage Activities:

• Conducting studies for the brand’s creation (identity, perception, among others).
• Elaboration of the brand’s conceptual and graphic design, as well as its promotion strategy.

Implementation Stage Activities:

• Conducting measurement and/or adaptation studies.
• Registration of the sectoral brand in Chile and the target market(s).
• Design and production of graphic/audiovisual material, in the media, advertising and brand ambassador, among others. Content management in mass media, spokesperson workshop, publication monitoring and communication advice. Development and implementation of website, digital platforms and digital strategy actions.
• Invitation of journalists, opinion leaders and potential clients, among others, to get to know Chile and the sector.
• Organization and/or participation in activities such as fairs and festivals, seminars, congresses and conferences, showrooms and product sampling, among others, in the target markets.
• Working groups, validation and assimilation of the brand in Chile.

Transversal Activities - Project management:

• Technical support to implement project activities (HR – project technical team).
• Operational Expenses (Current Account and Guarantee).
• Administrative Expenses (up to 2% of the base total. Includes basic services related to the project’s execution: fixed line and cellphone, correspondence, internet, electricity, water, photocopies, property rental, common expenses and office supplies).

Projects are evaluated according to the following criteria:

Strategic Criteria:

The project’s contribution to the promotion of the sector, associated with Chile’s image, and the results obtained by the project in its respective brand design and implementation stages will be evaluated (20%).

Technical Criteria:

• Technical quality of the proposal: (25%).
• Expected results of the project: (20%).
• Management capacity, experience of the applicants and quality and experience of the technical team: (15%).
• Applicants’ Representativeness: (10%).
• Level of Commitment: (10%).

Final Evaluation:

The project will be presented to the Sectoral Brand Advisory Council, who will recommend approval or rejection of the project. At this stage, specific improvements and modifications could be requested in order to achieve optimal project development.