Government pushes 'Brand Philippines'

MANILA, Philippines - The government intends to pursue the development and promotion of “Brand Philippines” that aims to also promote the country as producer and supplier of quality world-class products and services.

A new tourism branding and marketing campaign will be developed in consonance with the country’s international image and trade promotion thrust.

“The Philippines needs to be known as a country offering vast opportunities for trade and tourism and will be promoted as a conducive investment haven, now open for business,” according to the Philippine Development Plan (PDP) 2011-2016.

The country aims to achieve among global buyers a “Philippine First” mindset by creating a distinct “Philippines” brand widely accepted and recognized in the global export market connoting quality, value and reliability.

“Moreover, to be known as Asia’s trendsetter in export products and services, and setting the highest standards of creativity, innovation and excellence,” the plan noted.

Likewise, the government will implement judicious selection and programming in mounting a compelling and meaningful Philippine participation in various cultural, tourism, fairs and trade expositions worldwide with preference for those sanctioned by foreign governments, global associations and inter-government organizations.

The PDP identified strengthening the national brand as among the key strategies to increase Philippines exports targeted to grow 16 percent annually and attain $109.4 billion in 2016.

Others include moving up the value chain to double exports, pursuing cluster development, increasing market access and focusing interventions on key areas including the business process outsourcing (BPO) and electronics.

Industry clusters will ensure that top export products or revenue streams are sustained through the development of its value chains down to the provinces and municipalities.

The export sector is envisioned not only as catalyst of growth but also helps the country overcome the challenges of inclusive growth which is the main goal of the plan. Inclusive growth creates enough jobs and reduces poverty.