The presentation took place in Santa Cruz de la Sierra; it has been carried out jointly by the Government and the business community. It was mentioned that the basic purpose of the "country brand" theme is to promote Bolivia's potential to the rest of the world.
In this regard, four fundamental pillars to be promoted were mentioned: a) investments; b) production; c) culture and tourism; d) international relations. It was also informed that the country brand that was presented was designed by a specialized company of worldwide prestige. Together with the slogan "Bolivia, heart of the south", the logo includes four hearts drawn with figures of traditional fabrics, in red, yellow, green and blue. It was explained that red signifies the strength and drive for productivity and exports; yellow represents Mother Earth and mineral wealth; green implies biodiversity, culture and tourism.
Blue, it was said, represents the legitimate desire to return to the sea, as well as a way of being clear and open in the field of international relations.
The Minister of Communication, Gísela López, explained that the brand was the result of a perception study conducted by an international firm, which determined the need to locate Bolivia geographically and that precisely this strategic location, in the heart of South America, is what gives the country a unique identity, she said.
It is known that some sectors and people have criticized the design but, in general terms and beyond those details, we can say that this consensus between private enterprise and government to launch a country brand has been really auspicious. It reflects the common capacity to agree on a common goal focused on achieving a better image of Bolivia and encouraging investments.
Likewise, the country brand positions our country internationally, at the same time that it will serve to promote various exportable products and goods. Its presentation in the eastern capital has been significant, since the largest national economic force is located here.
Hopefully this agreement between the private sector and the authorities can be achieved in other additional areas of common interest, so that long-term policies can be established to promote the development of Bolivia, attract tourism and capital, while presenting a positive vision of Bolivia in the international context.
Source: El Deber (Bolivia)
Video: Marca Bolivia
