Philexport pushes for new PHL branding

CEBU, Philippines - The Confederation of Philippine Exporters Foundation Inc. (PhilExport) is calling on the government to pursue its plan in branding the Philippines as “Asia’s trendsetter in export products and services,” based on the Philippine Development Plan (PDP 2011-2016).

PhilExport president and chief executive officer (CEO) Sergio Ortiz-Luiz Jr. said although this plan would entail huge amount of money, this should be pushed in order to help the struggling export sector, which is now battered by different crises brought about by both internal and external factors.

According to Ortiz-Luiz based on the proposal made by the Semi-Conductor group in the Philippines, the Philippines would need at least P200 million, in order to implement the branding program.

Ortiz-Luiz hopes that the export sector, together with the tourism industry will be able to see the immediate implementation of this plan.

In an earlier pronouncement, the government announced that it intends to pursue the development and promotion of the Philippines as the producer and supplier of quality world-class products and services

It said that a new tourism and marketing campaign will be developed in consonance with the country’s international image and trade promotion thrust.

Based on the PDP 2011-2016, the government sees the need to be known as a country offering vast opportunity for trade and tourism and will be promoted as a conducive haven, now open for business.

The PDP 2011-2016 blueprint, envisions the Philippines as Asia’s trend setter in export products and services and setting the highest standards of creativity, innovation and excellence.

Also, the government announced that it will implement judicious selection and programming in mounting a compelling and meaningful participation in various cultural, tourism, fairs and expositions worldwide with reference for those sanctioned by foreign governments, global associations, and inter-government organizations.

Significantly, the PDP also identified strengthening the national brand as among the key strategies to increase Philippine exports targeted to grow 16 percent and attain US$109.4 billion in 2016.

Other plans include moving up the value chain to double exports, pursuing cluster development, increase market access and focusing interventions on key areas including the Business Process Outsourcing (BPO) and electronics.

The industry cluster move will ensure that top export products or revenue streams are sustained through development of value chains down to the provinces and municipalities.

The export sector is envisioned not only as the catalyst of growth but also help the country overcome the challenges of inclusive growth which is the main goal of the Plan.

This year, the export sector hopes to hit a 10 percent growth, a slight drop from the 25 percent growth it achieved in 2010. (FREEMAN)