A BUSINESS branding campaign could be unveiled later this year by the National Competitiveness Council (NCC) as part of efforts to boost exports and attract investors.
The initiative, NCC private sector cochairman Guillermo M. Luz told BusinessWorld yesterday, also aims to build on the positive reception for the “More Fun in the Philippines” tourism campaign.
“We need to push for this trade and investment branding within the year, but we don’t want to rush into the project because we want to build on the major brand platform [launched for tourism] to maintain coherence,” Mr. Luz said.
“When you look at the central theme… it should translate to the following: ‘I want to do business with Filipinos. I want to invest in Filipinos.’ You’re not just going to a place. You think about the people you want to work with and the people whom you want to work for you.”
Development of the business brand campaign, like its tourism counterpart, will be bid out to the private sector. The NCC will be working with agencies such as the Tourism, Trade and Finance departments, to draft the terms of reference, Mr. Luz said.
“I think the application of the next country brand should focus on promoting exports of goods and services and trade,” he noted.
“What I want to see is not a country that is merely a source of people, but a source of service. We have people who executive service exceedingly well — whether it’s health care, education, or IT (information technology).”
For merchandise exports, the country brand should communicate Philippine advantages in sectors such as electronics and agribusiness, Mr. Luz explained.
“We have to be aware… [that] brand competition among countries is ongoing everywhere. It’s not just a slogan or a logo.
“While people are assessing where they want to take their business and with whom they want to do business, we have to be able to project to them who we are… and we need to pitch something that’s credible,” he said.
The NCC will this year also advocate the creation of a national branding council, which will be tasked to ensure coherent implementation of strategies to promote the Philippines. –Businessmirror
July 2025
Nutrition Month
“Give us much more than P50 increase
for proper nutrition!”
Invoke Article 33 of the ILO Constitution
against the military junta in Myanmar
to carry out the 2021 ILO Commission of Inquiry recommendations
against serious violations of
Forced Labour and Freedom of Association protocols.
Accept National Unity Government (NUG)
of Myanmar. Reject Military!
#WearMask #WashHands #Distancing #TakePicturesVideosturesVideos
July
3 July – International Day of Cooperatives
3 July – International Plastic Bag Free Day
5 July – World Youth Skills Day
7 July – Global Forgiveness Day
11 July – World Population Day
17 July – World Day for International Justice
28 July – World Nature Conservation Day
30 July – World Day against Trafficking in Persons
Monthly Observances:
Schools Safety Month
Nutrition Month
National Disaster Consciousness Month
Weekly Observances:
Week 2: Cultural Communities Week
Micro, Small, and Medium Enterprise
Development Week
Week 3: National Science and
Technology Week
National Disability Prevention and
Rehabilitation Week
July 1-7:
National Culture Consciousness Week
July 13-19:
Philippines Business Week
Week ending last Saturday of July:
Arbor Week
Daily Observances:
First Saturday of July:
International Cooperative Day
in the Philippines
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