MANILA, Philippines – The Management Association of the Philippines has announced the creation of a MAP National Branding Committee that will help the government create strategies to improve the overall image of the Philippines abroad.
The MAP National Branding Committee will establish the National Branding Council that will execute national branding policies directed at showcasing the country’s strength in trade, investment, international policy, internal affairs, and tourism.
MAP president Felino Palafox said the council will develop the Philippine country brand in the same way that South Korea, India, and Thailand have done.
“With a strong country brand, the Philippines will gain the respect and acceptance of the international community thereby improving how the country is performing in trade and tourism,” he said.
MAP said a positive country brand will strengthen national pride; improve international credibility; serve as a shield from possible reputational risks; increase the value of domestic products, services and destinations; and lead to sustainable growth for local businesses.
MAP has also proposed to the Office of the President the adoption of “Mabuhay Philippines” as the country brand of the Philippines.
The tourism industry, composed mostly of private businesses, is expected to directly benefit from the creation of a strong country brand. MAP said that by drawing on the market adeptness and business agility of the private sector, the Philippines will become competitive in the global tourism market.
Republic Act 9593, also known as Tourism Act of 2009, institutionalized the role of private sector in tourism building. It created the Tourism Congress to serve as the private sector consultative body in the development and implementation of tourism policies. –Ma. Elisa P. Osorio (The Philippine Star)
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