Foreign Trade and Tourism Minister Claudia Cornejo affirmed that the Marca Peru (Peru Brand) has been a fundamental tool to promote the country as a relevant tourist destination around the world.
"In addition, it has allowed us to secure exports of our products, as well as to attract investments that have been important for the economic development of Peru," she explained.
The event was held within the framework of the
Andean Community (CAN) member countries' decision to approve Decision No. 876 on a "Common Regime for Country Brands."
By approving this decision, member states of this economic bloc will protect their country brand, through a free and simplified procedure, thus preventing its unauthorized use by third parties in territories where the brand is protected.
Cornejo commented that the Peru Brand, which has just turned 10, required some time to develop, "precisely because we wanted to have a tool to define —in the first place— the joint efforts and become an icon of Peruvian identity."
"This brand is part of our history, of our culture, and provides Peruvians with this sense of national pride," she said.
The government official stressed the importance of rethinking the future of the Peru Brand for the following years, now that there is a regional regulatory framework that provides protection.
Published: 5/27/2021