Strong ‘national brand’ urged to boost PH competitiveness
MANILA -The Management Association of the Philippines (MAP) is pushing for the creation of a multisectoral body responsible for developing a national brand, citing the advantages of having a strong and unique Philippine value proposition to attract investors.
On Wednesday, the MAP urged President Marcos to develop a country brand that would put the Philippines on the global map.
“We believe that a well-crafted and well-executed country brand can drive our country forward—it will improve global competitiveness, foster economic growth, and unite the nation in a shared sense of pride and identity,” MAP president Benedicta Du-Baladad said in a statement.
The business management group said it has been a long-standing advocate for the advancement of the Philippines, and that the endorsement of the creation of a National Branding Council (NBC) further demonstrates its dedication to supporting and promoting initiatives that will improve the Philippines’ ranking in the global scene.
It said that the establishment of the NBC would serve as a unifying force, bringing together representatives from the government, private sector, civil society and other stakeholders toward the common goal of promoting the Philippines to the world.
The MAP said it would provide a platform for collaborative efforts, strategic planning and implementation of innovative branding initiatives that would showcase the best of what the Philippines has to offer
“This move is the first of its kind coming from the private sector, and reflects MAP’s commitment to support the advocacy for country branding, thereby helping position the Philippines as a global powerhouse,” said Du-Baladad.
She added that a position paper endorsing this policy is set to be sent to the Office of the President, marking the initial step toward their advocacy for the creation of the government body and, ultimately, a country brand.
MAP said that a country’s branding goes beyond catchy taglines, hip videos and vibrant logos, requiring a deeper understanding of the country’s ethos or culture.
It also means a more strategic approach to shaping public perceptions, the MAP added, and requires building a positive image, and promoting the unique characteristics of Filipino culture on the world stage.
An end-to-end approach to ensure that a visitor’s or an investor’s first impressions are substantiated by succeeding experiences is also needed, according to the MAP.
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