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'The Philippines needs to focus less on its marketing campaigns, and more on implementing effective policies that will boost its reputation to the world at large.' Opinion
On June 27, the Department of Tourism publicized the “Love the Philippines” campaign, intended to market the country to audiences around the world. The government had contracted the advertising agency, DDB Philippines, to assist in implementing the program. Part of the promotional materials released to the public included a video, which was found to include stock footage from other countries.
Although country branding, or nation branding, are evolving concepts among academic researchers, it generally refers to a strategy used by states to communicate an image of itself to foreign audiences. This is usually done to achieve specific beneficial goals, such as attracting foreign investments, scientific researchers, or tourists. A strong country image also strengthens bids to host major global events, such as the Olympic Games or international expositions.
To clarify his concept, Anholt developed The Good Country Index , which ranks 163 countries around the world in terms of their contributions to seven criteria, which are: Science & Technology, Culture, International Peace & Security, World Order, Planet & Climate, Prosperity & Equality, and Health & Well-being. In the GCI methodology, countries are assigned scores based on indicators for each of the criteria. Each of these contribute to their overall rank.
The Philippines, for its part, is ranked number 87 in the GCI. This puts the country near the middle of the ranking, but it is informative to look at how it performed in terms of the different criteria. Its best performance was in the Planet & Climate category, where it is 66th place. It achieved this rank through average compliance with environmental agreements, and by being above average in terms of exporting hazardous pesticides.
Examining the ranking achieved by the Philippines in terms of its country image, we find that there is much more that can be improved on. Attractive slogans and eye-catching logos mean little if a country’s actions do not make recognizable contributions to the international community. The Philippines needs to focus less on its marketing campaigns, and more on implementing effective policies that will boost its reputation to the world at large.Manuel R.
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