Sometimes an image can have it all --- Looking at the two examples provided, when one thinks of the UK, one may also think of James Bond, and that entire franchise shows how royalty and bowler hats and innovation and excellence need not be mutually exclusive. It really helps to start from an existing positive image and have it be a conduit to send more messages. It also helps to reach a diverse audience.

For relatively lesser-known countries such as the Philippines, recognition is always a struggle, so if all someone knows about us are beaches, we do our best to build on that.

Source author: Ralph Vincent C. Abarquez ralph.abarquez@dfa.gov.ph