President Duterte has given the go signal for the creation of a national brand intended to promote the Philippines in the international market.
According to Presidential Communications Secretary Martin Andanar, the proposed national brand would be “all-encompassing” which aside from the promotion of tourism, will also focus on trade and investment, culture, and education, among others.
Andanar, who made the proposal to the President, shared that the national brand will be the “biggest project” as it will involve all Cabinet Secretaries and their respective agencies.
“Ang national branding ng Pilipinas will center for the entire nation and it is the first time that the country will be branded. Okay. So ito iyong inaprubahan ni Presidente in the last Cabinet,” Andanar said in an interview over government radio last Saturday.
“Once we come up with one name, halimbawa ‘Philippine is Rising,’ then it will be the brand for everyone, for the country, it will be the brand of the President,” he added.
Andanar said that the Presidential Communications Operations Office (PCOO) would cooperate with the Department of Tourism, Department of Finance, and other departments to come up with a brand targeted to promote the country’s international reputation.
“I think it is very doable,” Andanar said, citing other national brands such as “Australia Unlimited” and “It’s time for Africa.”
“This will be the first, branding ever of the entire country, and lahat dito ay kasama lahat ng Cabinet Department kasama po dito,” he said.
“This is really a joint effort and once we release this sa buong Gabinete, kasama na doon iyong tourism, kasama na doon iyong sa investment at ang education and everything,” Andanar said.