Revised Research Instruments

A. Key Informant Interview Guide

National Competitiveness Council

Greetings of Peace and Solidarity! We are Ardiane Redj B. Facundo, Mary Moira Kaye I.
Manuel, and Adrian Jeremiah C. Vargas, third year students enrolled in the University of San
Carlos, conducting data gathering for our research entitled The Philippine Nation Brand:
Drawing Experiences from Established Nation Brands. The purpose of this interview is to
extract information of the Philippines’ potentials for a Nation Brand.

Rest assured, the information collected will exclusively be for academic purposes, only.

Directions: Ask the questions through a face-to-face interview.

Questions:

A. International Perception
1. What were the efforts to create a Philippine nation brand? How has it fared so far?
a. Which specific problems persist that hinder the crafting of a nation brand for the
Philippines?
2. What does the National Competitiveness Council (NCC) consider as key factors that
contribute to a successful nation brand?
a. Are there any other countries with a successful nation brand that take these factors into
consideration?
3. What does the National Competitiveness Council (NCC) consider as important groups or
institutions that contribute to a successful nation brand?
a. Which institutions or groups harm the international image of the Philippines?
b. Which countries are similarly situated?
c. What qualifies a group or institution to be significant in the process of nation branding?
What are the considerations of the National Competitiveness Council (NCC) to identify
important institutions or groups for nation branding?
4. Which specific problems persist that hinder the crafting of a nation brand for the
Philippines?
5. Does the NCC have any partner organizations in developing a nation brand? If so, which
institutions?
a. Are there institutions that should be on board in developing the nation brand?
b. Are partnerships with these institutions achievable?

B. Philippine Potentials
 1. What are some of the top specific strengths of the Philippines in comparison to other
countries?
2. What are some of the top specific weaknesses of the Philippines need to be addressed to
make the Philippines more appealing internationally?

Thank you so much for your time! All pertinent information will be for academic purposes
only.

Noted and Approved By:

Mr. Roxanne B. Doron

Thesis Adviser