(Prensa.com) The Government chose the phrase to be used as part of the desired country brand, then that differences arise internal to the government apparatus.
The slogan comes from the study conducted by the consultant David Lightle, who created the brand “Colombia is Passion” and was hired by BB & M, responsible for the advertising campaign of Panama. However, your proposal were included certain changes made by the Cabinet.
After several meetings between the Minister of the Presidency, Jimmy Papadimitriu and the administrator of the Panama Tourism Authority (PTA), Solomon Shamah, Panama decided to identify and products in markets where Spanish is spoken with the phrase “Unimos al mundo” (We bring the world), as recommended by Lightle.
For all other countries will use the phrase “Where the world meets” (Where the world meets), which created the Ministry of the Presidency.
Shamah said the decision was made to use two phrases in Spanish because the slogan is more direct and “sentimental,” while the English sentence is more corporate and defines the position of Panama as an ideal place to do business.
To define how to implement the study of Lightle, and what the logo on products made in Panama, will be installed today a committee comprised of team goals of the Ministry of the Presidency and Ministry of Trade and Industry and ATP.
Shamah said the commission will take all the time necessary to design the strategy, but the goal is to have the country brand list in the second half of this year.
Investment budget of the ATP is $ 2 million allocated to implement the project. To this figure should be added the $ 100,000 it cost to study Lightle and another 300 thousand dollars in a country brand that came forward in the government of Martín Torrijos, but never used.
To date, Panama and Belize are the only countries in Central America do not have a stamp for export and attract tourists.
In its conclusions, Lightle said that internationally, the Panama Canal and connectivity are the most outstanding elements of the country, while the Panamanians believe that the union of races is the main feature that differentiates them from other nationalities.
The country will have much work ahead regarding national brand. Lightle said that Panama is only perceived as a country to do business and shopping, and not as a holiday destination.
In view of the consultant, the country brand for Panama will not be connected to illegal activities like money laundering and tax evasion, elements that emerged from the surveys conducted abroad.
Canada is the country’s number one brand in the world in the Country Brand Index 2010 (Country Brand Index), presented by FutureBrand in association with BBC World News. This ranking is examined in 110 countries across 26 attributes of image and six other brand strength parameters.
According to the report, the strength of the country brand is an intangible asset and exceeds the growth of the economy.