The Philippine Nation Brand: Drawing

Experiences from Established Nation

Brands

Facundo, Ardiane Redj B., Manuel, Mary Moira Kaye I., Vargas, Adrian Jeremiah C.
A.B. PoSc IRFS Econ-4
International Relations and Foreign Service
 Rationale of the Study
 It is becoming increasingly important for a nation to
establish and make known its unique features as a
country.

 The Philippines has not taken advantage of nation

branding and therefore has a serious image problem.
So, the Philippines needs to craft a comprehensive
nation brand.
 Statement of the Problem
 While the Philippines has created tourism slogans such
as “It’s More Fun in the Philippines”, it is not reflective
of the Philippine’s competitive advantages. The
negative image of the Philippines affects the rate of
investments, tourism, and etc.
 General Objectives
 The general objective is to determine the potentials in
the development of the Philippine nation brand by
drawing insights from the experiences of selected
states with an existing nation brand.
 Specific Objectives
 To determine the efforts undertaken in crafting a
nation brand.
 To determine the key actors involved in crafting a
nation brand.
 To determine the factors considered in crafting a
nation brand.
 Statement of Assumptions
 The Philippines possesses meaningful strengths that
are useful in crafting a nation brand.
 Statement of Hypotheses

 The efforts undertaken in crafting a nation brand involve

creating a nation branding council or any other similar
institution that is tasked to exhaust efforts to create and
consolidate the nation brand of a country.
 The key actors include the government, people, foreigners, a
specialized committee for nation branding and other states.
 Factors that are considered in crafting a nation brand are the
nation’s key strengths and weaknesses, the international
perception of the people’s attitudes, and business climate.
 Significance of the Study

 The groups that will benefit from this study are the
following: on the individual level, those who benefit
are the researchers, students, and the academe.
Others, such as the government will find this study
significant.
 Scope and Limitation

 The study will be limited to drawing experiences from

three (3) existing nation brands.
 The researchers might encounter difficulties in
collecting data from government institutions or key
informants.
 this study will be banking on existing indexes for the
most accurate qualitative and quantitative analysis.
 Review of Related Literature

 Kotler provides a base for branding. Simon Anholt and

other proponents provide how the discipline
transferred.
 Public diplomacy is shown its relation to nation
branding by Szondi as well as other authors.
 Nation branding frameworks are given by Anholt-GfK,
Dinnie, Bloom Consultancy, and Futurebrand.
 Review of Related Literature
 Various case studies on nation branding are given,
such as: Nigeria’s and Singapore’s nation brand,
Gupta’s and Popescu & Corbos’ strategies, as well as
Raftowicz-Filipkiewicz’s perspective on nation
branding.
 Concepts and Theories Used in the
Paper
 Social Constructivism
 Neoliberalism
 Globalization
 Nation Branding
Conceptual
Framework
 Research Design and Tools
 This study is a policy-oriented, empirical and a
normative mix type of research that employs
inductive-qualitative design.
 Research tools used are Key Informant Interviews and
Document Analysis.
 Research Environment

 The scope of the data gathered for this study is

essentially limited to the Philippine context.
 Research Respondents
 A. Document Analysis

 B. Key Informants
 Treatment of Data

 The data and information collected from the

procedures mentioned above will be used to gain
insights on developing a Philippine nation brand
through reviewing and interpreting the data.
 Presentation of Data
 MOIRA’S STUFF!!
 Agencies or Companies Associated with Branding a
Nation

Germany
 Germany has contacted Land der
Ideen to encapsulate Germany’s
diverse business, economy, and
scientific climate.
 This was integrated to Germany’s
Federal Ministry of Economic and
Technology.
Singapore
 Its brand efforts are communicated
directly by government initiatives. It
was deliberately made not to be a
slogan.
 Agencies or Companies Associated with Branding a
Nation
 Malaysia
 Malaysia has contacted two agencies to help with its nation brand. TBWA-ISC
and FusionBrand, which are both branding agencies.

 The data means that while it is definitely important and beneficial to have
an agency contribute to a country’s nation brand, it is not a necessary
characteristic for success as long as the government is capable of
consolidating brand efforts through various government agencies
FACTORS
Governanc
Investment & Immigration

Peopl

Ex p o r t s
e Culture &

e
Touris
Heritage

m
Culture & Heritage
• Germany
• Germany is removing the stigma of
its historical narrative, i.e. Nazi
Regime during the Second World War.
• Efforts have been made to erase that
image in the public’s mind
• Germany winning the FIFA World Cup
was a defining moment for them
• Singapore
• Even with a limited history and a very
diverse culture that brought early
confusion on its national identity,
Singapore did not fall short in
flourishing their arts, culture and
heritage as it recognizes the
importance of one’s shared identity
and the value of culture and heritage
in nation branding.
• Singapore’s methods of forging a
national identity for its own even with
such diversity and short history is
consistent with the aim of creating a
vibrant Singapore
Culture & Heritage
• Malaysia • Philippines
• The whole foundation of Malaysia’s • The DFA seeks to employ cultural
tourism is centered upon its unique diplomacy as a tool to showcase our
culture and heritage – being multiethnic
and multicultural which present Malaysia
country’s treasure trove of cultural
as a hub for everything that is truly Asian wonders.
in nature. • One concrete example was the 15th
• It is seen that tourism and culture go Venice Biennale International Art
hand-in-hand in their situation. Exhibition, held in the year 2015,
• Malaysia’s nation brand is concentric where the Philippines participated for
towards tourism, although it is not the the first time.
only thing Malaysia has to offer to the
world.
• From there, the culture of Malaysia forms
part of its social and political identity
which is projected towards the
international community.
Exports
• Germany
• The label “Made in Germany”
resonates in the global market as
reliable and efficient.
• The “brand” surmounting to quality
excellence is linked with the majority
of German products, primarily in the
technical and engineering fields
including mechanical engineering, the
automotive industry and
infrastructure.
• Furthermore, the brand “Made in
Germany” is liberalized and will seem
good in the eyes of the international
market community
• Singapore
• International Trade in Singapore is handled
by the International Enterprise Singapore.
• The Singapore brand, according to an
article published by The Business Times on
February 2015 by Tay Hong Beng, has
come to represent “trustworthiness,
economic success and reliability for
business and people around the world –
“Asia for Beginners”, as some have put it.”
• It recognizes trade as the backbone of
Singapore economy as it contributes to
establishing Singapore as the global or
Asian home base for traders.
• The geography of Singapore is also widely
known to be strategic as it is an important
port or hub for international trade.
Exports
• Malaysia
• Malaysia’s Ministry of Industrial and
International Trade Report acknowledges
the decrease in their GDP growth and
addresses it not by changing policies to
protectionist ones, but instead liberalize
more their economy, strengthen private
investments, and fulfilling international
trade commitments.
• Malaysia’s exports are supported by the
National Export Council (NEC), a council
created to direct export growth.
• One of the initiatives was “to intensify
the promotion to brand Malaysia
through a Public-Private Partnership
Initiative.”
• Philippines
• According to the National Statistics
Office of Philippines, it shows that the
Philippines’ exports are unpredictable
and too fluctuating to trace a pattern.
• The Philippines is part of several
organizations, advocating for
liberalized economy and free trade
and cooperation, which include the
APEC, WTO and ASEAN. And among
these, The United States of America
has become one of the country’s
close ally in terms of trade, and more
so by liberalizing trade, opening the
barriers and cutting trade tariffs.
Tourism
• Germany
• The Federal Government of Germany
considers tourism as a horizontal
sector, crossing borders among the
different areas in the government.
• As a cross-sectoral industry/agency,
tourism has helped blossomed the
economic and political standing of
Germany.
• The SMEs, or the small and medium-
sized enterprises would help the
tourism rate of the country because
the tourism policy is part and parcel,
or simply the domain of the SME
policy.
• Singapore
• Tourism was the catalyst of the nation
brand of Singapore and also the building
of infrastructure. Hence, creating
Singapore to what it is now – vibrant,
orderly and efficient.
• Through tourism, Singapore strengthened
its competitiveness through collaboration
to create a vibrant mix of high-quality,
home-grown and world class attractions.
• Travelers are becoming more and more
sophisticated and that in this sense,
Singapore should adapt and cater. To this,
it raised the bar by highlighting its arts
and entertainments sectors.
• Singapore has won many awards as a
destination
Tourism
• Malaysia
• The country used advertising to
feature tourism in a new light with a
focus on cost-efficient travelling,
better infrastructure, and “medical
tourism (GfK , 2009 Roper Public
Media & Affairs)
• Malaysia’s tourism has set its tourism
campaign with the slogan, “Malaysia,
Truly Asia”, emphasizing how despite
being a country of various ethnicities
and religions, Malaysia is a country
that has all the qualities a true Asian
country would have.
• Philippines
• Tourism is one of the most important sector in
Philippine economy contributing as much as
1000B PhP or 8.2% tourism direct gross value
added (TDGVA) to total gross domestic product
(GDP) in 2015 .
• To make the travel and tourism industry in the
Philippines be more illustrious, the country
ventured into branding in 2012 with “It’s More Fun
in the Philippines”.
• The initiators, brought by the need of a slogan,
incorporated private advertising agencies in a
rigorous bidding process.
• Tourism is one of the most important sector in
Philippine economy contributing as much as
1000B PhP or 8.2% tourism direct gross value
added (TDGVA) to total gross domestic product
(GDP) in 2015 according to the Philippine Statistics
Authority in its latest report published mid-2016.
People
• Germany
• People in Germany, more often than not, are
perceived as thorough, rational, and
perfectionists.
• It can be associated with what German
products are, as their products always come
out as very efficient and reliable. So much
so, that Germany’s citizens are perceived as
people that do business seriously.
• “Land der Ideen”
• In the 2014 FIFA World Cup, Germany won
the game, which displayed their
sportsmanship and breaking the common
notion that the Germans are always about
doing business; severing the line associated
to them, which is “All work, no play”.
• Singapore
• Until now, strengthening the national identity of
Singapore remains to be a priority along with
building a cohesive and caring community while
continuing to develop their vibrant arts, heritage
and sports landscape.
• In achieving their goals on national identity, they
plan to engage Singaporeans through various
platforms, including digital.
• They also plan to engage with the youth on issues
and also continue to support them and rally them
to contribute to their community. Its plans also
outline to inspire national pride through heritage,
arts and sports. The government acknowledges
these to best narrate the Singapore story for
future generations.
• In the international scene, Singaporeans are
perceived to be disciplined and efficient – traits
that are also recognized to run in their businesses
and government.
People
• Malaysia
• According to the speech by the Prime
Minister for Invest Malaysia,
Malaysia’s people are important and
inclusive to how the economy grows.
In fact, he makes mention of
Malaysians abroad coming back to
Malaysia in order to help them with
the expertise the Malaysian people
have learned abroad.
• The 1Malaysia program intends to
unite diversity among Malaysians.
They accept that they are culturally
diverse and respect all the cultures
• Philippines
• The National Competitiveness Council
(NCC) started the tourism brand “It’s More
Fun In The Philippines”.
• The whole concept was "It's More Fun In
The Philippines" primarily because of the
place, and in extension, and at its core,
because of the inhabitants of the country,
imbibing the qualities of fun, in whatever
occasion there is.
• Essentially, then, the logic is that it's more
fun in the Philippines most importantly
because of the people; the heart of the
brand is people.
• There is the issue on the pervading
stereotypes that covers the Filipino
people, e.g. us being maids.
Governance & International Relations
• Germany • Singapore
• Germany claims itself as following the • Singapore’s foreign policy has
current liberal era, injecting fundamental principles that is in line
neoliberal policies and relying on soft with the current liberal era.
power such as diplomacy as its
• Furthermore, Singapore’s Ministry of
means to communicate and build
Foreign Affairs stated that the country
stronger relations with the
is a member of several international
international community, rather than
organizations and initiatives.
using military might, or hard power.
• It is pursuing a foreign policy that is
congruent with neoliberalism, in the
attempts of erasing that perception
borne out from the international
community.
Governance & International Relations
• Malaysia
• Malaysia’s efforts to relax domestic
political control has bolstered its
rankings in the Anholt GfK Index.
• According to the e-newsletters
produced by Malaysia, the Ministry of
Foreign Affairs constantly practices
public diplomacy, as well as cultural
diplomacy.
• It is also seen how the coordination
strategy is being practiced, as the
public diplomacy thrusts of the Ministry
of Foreign Affairs proceed towards
investments, exports, and tourism –
the other dimensions of a nation brand.
• Philippines
• The Department of Foreign Affairs has done
both international and domestic campaigns
to raise awareness on the issue between the
Philippines and China regarding the West
Philippine Sea dispute.
• The Department of Foreign Affairs has
advocated for international aid, lending
support to the unfortunate.
• Utilization of diplomacy is also mentioned as
an effort to promote the Philippine image.
• As for government representation in
international meetings, President Rodrigo
Roa Duterte in the late news has been
lambasted by the international community
for his aggressive drug war in the
Philippines.
Investment & Immigration
• Germany
• Visitors in Germany tend to feel more
secure now because of lesser
xenophobic attitudes attributed in
Germany.
• Not just in the immigrants alone,
Germany has also been doing well
with its relations in the EU, with other
member-states investing heavily in
Germany because of good
environment in terms of lesser
discrimination, manifesting in their
policies in investments.
• Singapore
• The Economic Development Board under
the Ministry of Trade and Industry boasts
the country’s accolades and ranking in its
website stating it to peg the Singapore
brand and bolster the country’s reputation
as a global hub for business.
• Singapore ranks as the number one
investment destination in Asia in a report
by the US-based institute Business
Environment Risk.
• According to the Global Competitiveness
Report 2015 by the World Economic
Forum, Singapore was also titled the Top 2
most competitive city in the world next to
Switzerland with the third being the
United States.
Investment & Immigration
• Malaysia
• Malaysia was noted to have improved
due to how it has affordable training
for the less fortunate, as well as
targeted promotion by the Malaysian
government and educational
institutions (GfK , 2009 Roper Public
Media & Affairs)
• The speeches of the Prime Minister on
the topic “Invest Malaysia” have
shown that programs directed
towards investments and improving
the economy has attracted more to
do business and live there
• Philippines
• The Department of Foreign Affairs
and other factors have managed to
gain much positive traction for the
Philippines through efforts of public
diplomacy and advocacies.
• Investors have been scared off by the
drug war and the statements, which
show how much the governance
dimension of the Philippines is taking
a toll.
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