Elements from corporate governance can help improve the branding of the Philippines, according to Don Paulino, energy independence advocate and managing director of Shell Philippines Exploration B.V. (SPEX).
A webinar hosted by the Institute for Corporate Directors’ (ICD) titled Brand Pilipinas: How Corporate Nationalism & Governance Can Spur Nation Branding tackled stories of brands that have emerged to promote nationalism and governance and how these contributions can highlight the Philippines’ brand.
“Instead of hearing people say, ‘You’re Filipino and you drink beer and sing and dance,’ I want to hear them say that Filipinos are innovative, pacesetters, passionate, and technology-equipped. I want to share how good corporate governance has played a role in Brand Pilipinas,” said Paulino.
He said corporations have a crucial role in developing the Philippine brand and should find ways to direct their corporate purpose towards nation-building.
He said three concepts that would help with proper nation-branding: economic growth balanced with environmental sustainability; social mobility and is providing legitimacy and being motivated by love of country.
Paulino believes this is where corporations can be examples of good values, citing
the Malampaya Deep-water Gas-to-power project as an example of a project that has displayed these three concepts of corporate governance.
Paulino said the gas project continues to provide up to 30 percent of the country’s energy supply. The project has contributed to economic growth, giving the country over P550 billion in revenues which has gone directly to the government.
