MAPping the Future

As a former diplomat turned entrepreneur, I have played various roles in representing and championing the Philippines. Yet, throughout this journey, I have consistently acted as a salesman for my country. I have witnessed how solid country branding can propel a nation to global prominence, with Japan and South Korea serving as prime examples. Their meticulous investments in nation branding have significantly contributed to their global standing, and I passionately believe that now is the time for the Philippines to follow suit.

The current global climate offers an opportune moment for the Philippines to develop and promote its nation brand. Benefits include increased foreign investment, tourism growth and an enhanced international image. Our unique culture, stunning natural beauty and thriving economy deserve to be showcased on the world stage.

The creation of a National Branding Council is essential for the success of this endeavor. This council will champion the development and promotion of the Philippines’ nation brand, and ensure a consistent and compelling narrative. It will also develop cohesive strategies in collaboration with both the public and private sectors, securing long-term success and sustainability.

I am pleased to share that after presenting this case to the Management Association of the Philippines (MAP), the largest association of Philippine business executives, the MAP board of governors has unanimously agreed to present a position paper to the Office of the President of the Philippines in support of creating a National Branding Council. This gesture signifies the commitment and cooperation of the business community in advancing this important initiative.

The collaboration between the government and the private sector is crucial for the success of this project. The government must create a favorable environment, set policies and allocate resources for branding initiatives, while the private sector can offer expertise, financial resources and collaboration opportunities.

Japan and South Korea have effectively leveraged their nation brands to drive growth and development. Japan has cultivated a brand that highlights its rich cultural heritage, technological expertise and commitment to quality, leading to global recognition and respect. South Korea has capitalized on the popularity of its entertainment industry, cutting-edge technology and vibrant culture to become a global powerhouse.

The Philippines possesses immense potential, and the world is eager to discover our beautiful nation. Our rich history, cultural diversity and unwavering resilience can be channeled into a cohesive narrative that showcases the best of the Philippines. We must harness these qualities and share our unique story with the world.

As we embark on this journey, it is crucial for the nation to rally behind this effort. A solid nation brand not only elevates our country’s standing but also instills pride and unity among Filipinos.

The success of a Philippine nation brand relies on the dedication, cooperation and passion of every citizen. Together, we can ensure that our nation’s story is shared and celebrated worldwide.

Now is the time for the Philippines to seize this opportunity and take its rightful place on the global stage. INQ

The author chairs the Tourism Committee of the Management Association of the Philippines. He is chair and CEO of The EON Group. Feedback at map@map.org.ph and junie.delmundo@eon.com.ph.