Professional Documents
Culture Documents
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
Overview
Branding the Philippines: Championing the Filipino is a White Paper developed by EON
as part of its advocacy to create a positive and compelling brand for the country.
EON believes there is no other time than today to brand the Philippines. In light of
the optimism that every new beginning brings – a relatively new administration, as
well as the support expressed by several stakeholders—EON is hopeful the advocacy
can soon be presented to the Office of the President, for approval and appropriate
action.
The Philippines suffers from negative perception on the global stage. Its image as a
corrupt, uncompetitive, disorderly, and unsafe third world country remains. It ranks
poorly in global ratings, barely inching its way up the score ladder every year, if not
declining. The country’s place in the world continues to be unfounded. Yet, since
decades ago, the Philippines’ vast potentials and the wonderful things it offers are no
secrets.
It is a land blessed with rich natural resources. Each of its 7,100 islands is a
captivating destination. Its colorful history and diverse culture fascinate many.
It is ironic that despite this, the country still falls behind most of its Asian neighbors.
People’s amazing encounters with the country and its people ripple but create no
strong impact. World views about the Philippines linger in a negative light. The
positive aspects of the Philippines and perceptions of it are sadly unaligned.
The huge gap is a vacuum created by several factors, critical of which is the
Philippines’ lack of one, singular, powerful identity as a nation. Outsiders have
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
no single thing to connect to their positive experiences of the Philippines. Their
memories, and the sights, sounds, feelings, scents, tastes of the Philippines are like
thin fibers unwoven. On its own, each is weak and easily diluted. Unless these are
woven into a common shape, like rose petals tied by a core, it creates no distinctive
picture or image.
The Philippines must be able to identify its key competitive advantage and leverage
on it. What differentiates it from the rest of the world? How does it want to be
known? What does it hope to be associated with? What would make its endeavors
recognizable and appreciated?
The answer to these is a positive and compelling brand image for the Philippines,
a country brand that works like a magnet which aligns various messages that every
city or region sends out into the world (Simon Anholt, 2005). The key is coherence.
Messages have to be inter-related, aligned and supportive of the mother brand.
While some Philippine promotional efforts resulted in isolated successes, it has not
generated a substantial and holistic impact given its sector-independent approach.
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
Tourism stakeholders and industry leaders come up with their own colorful logos and
promotional taglines. Exporters strategize their sales roadshows without coordinating
with trade and investment boards. There has been no attempt to consolidate the
initiatives, or at the very least, align each sector’s key messages.
Branding is about everything and anything that can be associated with the country.
It is not about tourism alone, nor is it just about attracting investors. It is not
about a witty tagline or a creatively designed logo. It should go beyond promotion,
advertising, marketing or public relations.
Branding accelerates growth in key industries like tourism. Small island nation
Mauritius, which topped the list of Futurebrand’s Top 25 Country Brands for
Tourism, successfully leveraged on its beautiful beaches and world-class resorts
The array of components that define a country brand requires not just consistency
and coherence in the branding process but also patience and persistence. It is not an
initiative that could spell out major results overnight. Brand messages seep slowly,
subconsciously, into the minds and hearts of target audiences. It needs continuous
improvement and feedback given the ever-changing global landscape in which the
audiences are part of.
What about the Philippines? Would its long stretch of white sand beaches and colorful
marine resources differentiate it from others? How about its harvest – mangoes,
coffee, or bananas? Has it established world-class consumer brands?
Time has perfectly molded Filipinos. From the pre-colonization period until the
post World War II era, Filipinos have proven their courage, resilience, faith and
revolutionary character. Filipinos have shown the world the kind of people they
are when they peacefully and successful ly staged People Power in EDSA. This also
happens when they bear the hardships of working in foreign lands for the sake of
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
their family, or when they outshine others in competitions be it in sports, arts, music,
science, or even beauty pageants.
Today, Filipinos captivate the world through the simplest things that they do.
Peoples of other nations are amazed at how Filipinos can sincerely care for strangers
in UK hospitals, professionally take the calls of agitated consumers, smile and
welcome tourists with all their hearts, laugh and beam with hope even during the
most difficult times, or share even the simplest triumphs with their families and
friends.
The Filipinos’ characteristics can be summarized into the fours Cs, which every Juan
Dela Cruz can identify himself with.
● Filipinos are caring. Medical professionals, wherever they are in the world—
teachers in remote public schools, public servants, advocates from NGOs, and
every family member—mirror the caring qualities of Filipinos. They care for
their parents, siblings, relatives, friends, colleagues, neighbors, communities
and sometimes, even strangers. They empathize with others and sincerely
help in any way they can.
● Filipinos are collaborative. Events and incidents have shown how collaborative
Filipinos are. At the height of the tragic Ondoy2, the world saw how Filipinos
and communities came together to help one another. Amidst challenges during
economic crises, stakeholders of affected industries worked together and
triumphed. And the miracle of people power led to democratic reforms in the
Philippines.
2 One of the most devastating typhoons in the Philippines which happened in September 2009. 4 | Page
© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
● Filipinos are colorful. No day in the Philippines is dull and boring. There
is color in every endeavor, task, or celebrations. It is made exciting by the
country’s rich biodiversity, indigenous products, flavorful cuisines and wealth
of stories. Colors of joy and cheer adorn Filipino festivals and traditions.
There’s also life and color in every parties, sports, or youth activities.
How does one position the Philippines? What can the country brand promise?
To understand a country brand is to know its culture – the country’s true spirit. For
the Philippines, it means a deeper understanding of the Filipino 4Cs. Why are they
caring, creative, collaborative and colorful? It requires a closer look of how Filipinos
live. It means dissecting the Filipinos from within so one can see the truest sense of
the Filipino identity.
Reflecting on Filipino core values utang na loob (returning a favor to show deep
gratitude) pakikipagkapwa-tao (treating and respecting others as persons),
pagmamalasakit, (genuine stewardship), and pakikipagbayanihan (collective effort of
everyone to contribute), one realizes the Filipino DNA.
For Filipinos, their essence is the kind of relationships they have. They live not for
themselves but for others. They are relationship-oriented – whether the kinship is
borne out of blood, law, or friendship. They value relations, no matter how far-
off it may be (i.e., we’re relatives since he is the son of my father’s cousin; they
are kababayans because one is from Sorsogon3 while the other hails from Camarines
Norte; she’s my kinakapatid, we are like sisters).
3 Sorsogon is a province in Bicol Region, located in southernmost end of Luzon. Camarines Norte is also
a province in Bicol but hundreds of kilometers away from Sorsogon.)
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
Filipinos’ essence is about having a home. The saying “there’s no place like home”
has never been truer for them. Filipino diaspora shows how Filipinos, no matter
how successful they are abroad, would always long to retire in their homeland.
While Filipino immigrants are naturally adaptable, easily assimilating themselves to
the ways of their receiving countries, they never fail to connect with their roots.
Successes outside the Philippines are not worthwhile if these are not shared with and
appreciated at home.
Filipino diaspora also reveals how the definition of “home” has evolved. Home
for Filipinos is not confined to a house in the Philippines. Beyond being a physical
structure, a home for Filipinos is that which makes them connect to their roots. A
home is where they feel the love of families. A home is where their heart is.
Filipinos love gatherings, socials, festivals, events. They find reason to celebrate
small or big successes. They find time to sit down with friends and families to mark
special milestones in life. It is through these celebrations that they are able to
nurture their relationships and feel the goodness of “home.”
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
THE PHILIPPINE COUNTRY BRAND
The Filipino essence is celebrating the true meaning of life. A life made wonderful by
momentous relationships with people. A life that is meaningful because it is lived in
the comfort of homes. The essence of the Filipinos is reflected in its culture through
the 4Cs: caring, creative, collaborative, and colorful.
4 | Page
© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
Filipinos as brand ambassadors
Key members of the society must partner and work together in developing the brand
that they desire for the Philippines. Engaging representatives from the government,
private sector, and civil society, including the media, in the branding process cannot
be overemphasized. Keith Dinnie (Nation Branding) remarked “without engagement,
no basis exists for country branding and no resonance for the brand throughout the
wider society.”
Branding must start from within. For it to succeed, internal stakeholders must agree
on and support it. It should resonate within the heart of every Filipino and ignite a
deep sense of pride in their country. Each one must be convinced of the messages
espoused by the brand that they would say, act and live it. A substantial number of
the population, if not everyone, must get behind the brand and mirror it in their daily
dealings.
Policy Recommendations
1. The Philippine government must establish a body under the Office of the
President whose mandate is to establish a compelling Philippine brand
that will effectively ignite pride among Filipinos and position the country’s
investment and tourism potentials, export capabilities, credit worthiness, and
international diplomacy and relations, and to secure funds for the effort.
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.
2. The presidential body will be responsible for laying out a strategy in branding
the Philippines. The strategy will involve the following components:
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© EON, Inc. 2011.
All information and ideas contained in this document and all rights therein are the exclusive property of EON The Stakeholder
Relations Firm unless otherwise stated. This document shall not be shared to or used by any party without the prior consent
of EON unless a client has properly compensated EON to use and own the contents of this document. Only upon proper
compensation, to the satisfaction of EON and the client, will the ownership of the information and ideas contained in this
document be transferred to the client. Images used are Royalty-Free for non-exclusive and perpetual use unless otherwise
specified.