Country branding body formed to promote Philippines

The Management Association of the Philippines has partnered with the government and other private entities to form the National Branding Council, which will craft national strategies to promote the country.

In a statement issued Monday, the business group said this public-private partnership aims to formulate long-term strategies to enhance the country’s image in the international community.

Originally proposed as a means to bring more foreign tourists to the country, the National Branding Council is envisioned to also shape the Philippine brand in the fields of trade, investment, export, international policy and internal affairs.

MAP president Felino Palafox Jr. said the National Branding Council would be similar to initiatives mounted by South Korea, India, Thailand and other countries that succeeded in making their country brands top of mind for both investors and tourists.

“With a strong country brand, the Philippines will gain the respect and acceptance of the international community, thereby improving how the country performs in trade and tourism,” he said.

Palafox said a positive country brand would redound to a number of benefits, including stronger nationhood and national pride, improved international credibility, and higher and more sustainable growth for local businesses.

The business group earlier proposed that “Mabuhay Philippines” be adopted as the Philippine country brand.