Paraguay will host the Ibero-American Country Brand Forum for the first time in November, with 17 delegations expected to take part. The program is expected to include talks by professionals on creating global brands, training sessions, business meetings and activities focused on exchanging experiences and building business networks.
The announcement was made by Industry and Commerce Minister Marco Riquelme during the presentation of 43 new Country Brand licenses and the renewal of nine others. The minister said the initiative should become a state policy and serve as support for Paraguayan companies seeking to reach new markets, with a focus on quality, efficiency, innovation, training and national identity rather than low prices alone.
More than 150 companies currently hold the license, a figure that includes newly licensed companies and others that had already been authorized. Eduardo Gustale, vice minister of the Investment and Export Network (Rediex), said the forum would include representatives of 17 national Country Brand strategies and specialists from the public-policy and private sectors.
Licensed companies and products
The licenses cover companies, ventures, products and projects in food and beverages, energy and biofuels, technology, tourism, clothing, design, services and products with a national identity. The names listed include Lactolanda, Maahsa, Tres Leones, Luminotecnia, Capace, Kemsa, Gimsa, Editorial Atlas, Nice, Indio, Nanotek and Super Spuma.
The Gran Hotel del Paraguay, Fluit Vitamine Water, Lievito, Netlogic, Maestro, VRO Pardo, Dulcitas Capri, Kurundu, Carolina Giret, Maura Martí, Ecocur, Casa María, Ña Eustaquia, Wisner Chocolates, Toni Gie, Tissé Bio Care and Hydro-Sonidos de la Tierra also received licenses.
The list also includes the Unión Industrial del Paraguay (UIP), an industrial representative organization, with the Paraguayo Como Vos initiative; Germany Packaging, Holy Home, Ironman Asunción, Yerba San José, Bolpar, Hilagro, VMA, Inpasa del Paraguay, Tatakua, María Sonia Gauto, Morena Toro, Felipa Home and Mango Rojo.
The government plans to launch the “Country Brand” campaign in October, with workshops as its main activity. In November, the Paraguay Business Week is also scheduled to take place alongside the forum. For December, the agenda calls for the launch of the “Paraguay to the world” platform, developed jointly with the Inter-American Development Bank for new license holders.
During the event, Riquelme also cited a six-position rise in the international soft-power indicator and a four-position rise in the Global Leader in Sports ranking, attributing part of the latter advance to the rally.