Country Brand Project Expectations

With the strategic development of the Guatemala Country Brand, there are expectations in the business sector to jointly promote investments, exports and tourism.

Thursday, July 11, 2019

The contract for the strategic development service of Marca País Guatemala was awarded at the beginning of the year, when Regional de Comunicaciones S.A. won the contest organized by the Guatemalan Institute of Tourism (INGUAT).

Jorge Mario Chajón, director of Inguat, detailed in a statement that the objective will be to create a strategy for the new identity of the country brand, to generate greater investment, exports, attract more tourism and improve political relations with other countries.

According to the tender specifications, the service consists of strategically developing a differential, strong, credible, sustainable and inspiring brand.

Juan Carlos Zapata, executive director of Fundesa, explained to that "... The country brand is important to unify the image of investment promotion, exports and tourism. This helps to standardize the way it communicates graphically and how we project ourselves abroad'."

Paola Álvarez, manager of Promotion and Market Development at Agexport, said that "... The brand strategy is a promise to those who are not familiar with Guatemala, so it must be transparent and real, built on bases based on national DNA, inclusive, descriptive of our potential and our current situation, is the vehicle that aims to bring all those who do not know us to what we really are."

The development of the brand will be done in a period of six months, when in the next few weeks the contract comes into effect.

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