PH Urged to Collaborate with Private Sector in Developing a Philippine National Brand

Mr. Junie del Mundo, Chair and Chief Executive of communications firm EON, delivers his presentation on the Philippines as a case study on nation branding during the inaugural City Nation Place Asia Pacific Forum. (Singapore PE photo)

SINGAPORE 25 May 2018 – Mr. Junie del Mundo, Chair and Chief Executive of EON, encouraged the Philippine government to engage with the private sector in constructing an effective nation brand for the Philippines

He made this call during his presentation during the inaugural City Nation Place Asia Pacific Forum at the Lee Kuan Yew School of Public Policy on 17 May.

Mr. Del Mundo believed that the Philippines is more than just the BPOs and HSWs that people commonly associate with the country. This therefore entails the need to craft a stronger country brand that goes beyond tourism promotions.

He then cited examples that boosted the image of the Philippines internationally, thereby contributing to the ongoing nation branding process in the country.

The 45th ADB Board of Governors Meeting hosted by Manila in 2012 was one example that was largely private-sector driven and formally signaled to the world that the Philippine is now among the top emerging markets.

Most recently, famous French designer Christian Louboutin’s collection of bags, Manilacaba, was inspired by the iconic jeepneys and the chaotic yet colorful culture of Manila. The designing of the bag collection was in partnership with the Gender Responsive Economic Action for the Transformation of Women (GREAT) initiative that supports the economic empowerment of female artisans in the ASEAN region.

All these examples lead to “The Filipino” as the Philippine Country Brand itself, which can be described by the 4Cs – Creative, Colorful, Caring, and Collaborative.

Mr. Del Mundo was previously a Foreign Service Officer in the DFA, having served as First Secretary and Consul in Paris, and handled ASEAN and APEC matters in the home office. He then established EON, an integrated communications firm involved in public relations, reputation management and public affairs, creative technology and experiential marketing.

The City Nation Place Asia Pacific Forum focused on tapping opportunities for nations, cities, provinces and destinations in the region to differentiate themselves on the world stage that will translate to economic benefits. This need for effective place branding is in response to seismic shifts in the global status quo thereby changing priorities and perceptions. END

For more information, visit www.singaporepe.dfa.gov.ph/ www.philippine-embassy.org.sg or https://www.facebook.com/PHinSingapore

Mr. Del Mundo is flanked by First Secretary and Consul Gonaranao B. Musor (left) of the Philippine Embassy in Singapore and Ms. Iluminada Manalo of the DFA-Office of Public Diplomacy, who attended the City Nation Place Asia Pacific Forum. (Singapore PE)