Nations as brands

Early on this year we brought you the news that Peru launched a logo for its country. This month after completing the first stage of diffusion of the campaign, the mark Peru prepares an international release. Certainly the mark distinguishes and represents the qualities of its nations and thus, promoting the image of a country as a key to sponsor and to encourage tourism, exports and also to attract more foreign investment.

Isabella Falco, director of the Country Brand Promotion – Promperú, stressed the importance of following the guidelines of the new visual identity of the country and asked not to use the logo indiscriminately, without seeking permission. Adding to this statement she mentioned, “the brand has cost us time, money and effort and all Peruvians have to care”.

To this declaration I would like to direct your attention (very briefly and without going into detail) to the Paris Convention for the Protection of Industrial Property which Peru became member in April 1995. Art 6ter refers to the prohibitions concerning the use without permission of the competent authorities of State Emblems, and/or Official Hallmarks indicating control and warranty adopted by them. Surely, Promperú can use this Art if needed.

Peru has already been promoting its tourism in some countries such as the UK, Denmark, Germany and South Africa.