Building the Philippine country brand -- a crucial step to marketing the Philippines as a destination and a nation -- is a shared responsibility. It is as much to the government as it is the private sector's interest to make sure that the Philippine country brand is defined and fleshed out. Unless these two work together, the Philippine country brand will not attain its full potential. As the world becomes more competitive, people, organizations, companies, and countries become more interconnected than ever. Economies battle to gain a bigger share of investments, tourism, consumers, trade, and power. A country cannot leave its reputation to chance. It must endeavor to develop a country brand -- one that its people will understand, own, and live up to. This country brand should enjoy the support of the highest ranking leaders of the land, and should withstand changes in the political landscape. Because when all else is equal, a strong country brand makes the difference.
