From custom research and diagnostics

Marca Chile has published an article by Fernando Prado, Natalia Arenzana, and Leonard Ponzi, partners at Reputation Lab, examining the impact of country reputation on the international competitiveness of businesses, brands, products, and services.

Entitled “Country Reputation and Made In: The Value of Origin,” the article introduces the Made-In Score, a new indicator developed by Reputation Lab and incorporated into RepCore Nations 2026 to measure the commercial value associated with a country of origin.

Drawing on the findings, the authors explore how a country’s international reputation can generate value for its businesses and how those businesses, in turn, help shape their country’s reputation through their brands, products, and services.

The article also discusses the opportunities this relationship creates for Chile and for companies contributing to the international positioning of its country brand.

Read the full article published by Marca Chile (in Spanish):

“Reputación país y Made in: el valor del origen”