Ibero-American Country Brand Forum was successfully held in Cusco

Photo: Commission for the Promotion of Peru for Export and Tourism (PromPeru)

Photo: Commission for the Promotion of Peru for Export and Tourism (PromPeru)

13:44 | Cusco (Cusco region), Sep. 15.

The 10th Ibero-American Country Brand Forum, hosted by the Commission for the Promotion of Peru for Export and Tourism (PromPeru), was successfully held in Cusco from September 11 to 13. This event represented a significant space for sharing experiences about the strategic management of country brands from an international perspective.

The Ibero-American Country Brand Forum is organized by the Ibero-American Country Brands Council (CIMAP), which is currently presided over by Peru.

Countries participating in the forum included members of the council such as Panama, Guatemala, Uruguay, Costa Rica, Chile, Colombia, Ecuador, Brazil, Argentina, Cuba, El Salvador, and Spain (Marca Barcelona). The Marca Buenos Aires City and the Marca Venezuela also participated.

"This was an important opportunity to learn how other countries promote their brands based on the distinguishing attributes that set them apart. This is part of their task to position the country's image abroad. It's worth noting that a country brand, in a general sense, represents not only an element of national identity but also a driver of economies," PromPeru's Executive President Angelica Matsuda remarked.

In this regard, she recalled that the Marca Peru, for example, driven by PromPeru for the past 12 years, allows for the promotion of tourism, exports, and business investments in a cross-cutting manner and encompasses elements of national pride such as gastronomy, heritage, biodiversity, and unique products worldwide.

Productive sessions 

As part of the activities, there were talks on country brand protection delivered by representatives from the World Intellectual Property Organization (WIPO) and the Inter-American Association of Intellectual Property (ASIPI).

On Tuesday, September 12, the Cusco Convention Center hosted sessions where the general public learned about the importance of artificial intelligence and digital tools in promoting a country brand, the value of a country brand in boosting the economy, and the history of how the Marca Peru was created.

In addition, Marca Peru licensees had exhibition stands for their products and services, which they showcased to the event attendees. 

"Licensees are allies in this entire journey that the Marca Peru has taken so far. Behind every Peruvian product that is positioned, there is a value chain built by Peruvians who strive day by day," Matsuda added.

It is worth noting that, as part of the activities, the iconic Marca Peru bus toured the streets of the city of Cusco.

The 10th Ibero-American Country Brand Forum concluded with a visit to the Machu Picchu Historical Sanctuary, showing that Cusco has the capacity to host high-level international events, promoting the meetings tourism sector in a decentralized manner.


Publicado: 15/9/2023