Better branding seen to help Phl sustain good impression

CEBU, Philippines - The Philippines has to strengthen its country branding efforts in order to sustain its good impression abroad and ultimately translate the successive good credit rating upgrades to concrete job creation.

Amid controversies and political squabbles, Asian Institute of Management (AIM) policy center Director Ronald Mendoza believes that the current administration is working hard to improve foreign impression on the Philippines, but this has to be sustained and should provide results that people will benefit, such as employment.

Aside from the government's initiative to build good impressions to the international investment community, Filipinos and the small and medium entrepreneurs (SMEs) should also help in this bid and be extra careful in handling and producing products that are of quality and globally competitive.

Without the collaborative efforts of the government and the citizens, branding efforts will be wasted and the improving ratings will be eroded, Mendoza said.

Junie Del Mundo, committee chair for Asean integration, said that in order for the Philippines to lead in the global competition of the region's competitive trail-blazing, the country should create a stronger country brand.

More importantly, Del Mundo said SMEs should position themselves in the broader and more competitive environment and start to collaborate with other Asean countries for business networking, backed by strong branding system and world-class quality product and services.

Branding the Philippines is not only limited to improvement of governance by the administration, Del Mundo said. "Filipinos, specifically the business players, should partake in this effort.

Because of this, Del Mundo, who is also the chief executive officer (CEO) of public relations firm EON, underscored the importance of branding strategy in a country, mentioning the successful branding efforts of other states like Korea.

He said Korea's government has specifically created a "Presidential Council for Branding" to strengthen their brand as a country.

The Philippines, on the other hand, Mendoza said, is starting its "baby steps" in working closely with the industry leaders to broaden its perspective on branding strategy for the Philippines.

Mendoza said the Auino administration's "Matuwid na Daan" efforts is a good start to show the world that he is serious in curbing corruption. However, this should be preserved and be carried forward.     

"Before we go to 'It's More Fun in the Philippines,'" Mendoza said the Philippines should sustain the impression that "we are a well-governed nation."

Significantly, Mendoza said the most effective brand builders for the Philippines are the Filipinos and the social media community.

He added that one of the most powerful tools in creating strong brand for the Philippines is social media, urging Filipinos to speak well about their country. /JMD (FREEMAN)