On 4 July, Miguel Otero, the General Manager of the Leading Brands of Spain Forum, together with nation branding experts from around the world, participated in the international seminar Construction and Projection of Nation Branding, a Case Study Comparison. The seminar was held in Santiago (Chile) and opened by the President of the Republic of Chile, Michelle Bachelet. In his speech Mr Otero explained the experience of the Leading Brands of Spain Forum as a promoter of the nation brand. He also emphasised the role of leading brands as catalysts for other companies and as ambassadors of Spain in foreign markets.
The General Manager of the Leading Brands of Spain Forum was invited to attend the Seminar by the Spanish Institute of Foreign Trade (ICEX). Other attendees included representatives from institutions promoting nation brands and tourism in Australia, New Zealand and South Africa, together with representatives from the event organiser: Proyecto Chile – Imagen País. The day ended with a speech from the acclaimed specialist in nation branding: Simon Anholt. Mr Otero’s presentation to around 600 people was accompanied by a video on the Leading Brands of Spain in China. The General Manager also had the opportunity to meet with representatives from big Chilean companies at a working lunch to share experiences of promoting brands abroad.