Revised Research Instruments

A. Key Informant Interview Guide

Department of Foreign Affairs

Greetings of Peace and Solidarity!

We, Ardiane Redj B. Facundo, Mary Moira Kaye I. Manuel, and Adrian Jeremiah C. Vargas,
third year students enrolled in the University of San Carlos, conducting data gathering for our
research entitled The Philippine Nation Brand: Drawing Experiences from Established Nation
Brand. The purpose of this interview is to extract information from the Management Association
of the Philippines, through its representative, of its perception on the potentials of the Philippines
for a Nation Brand.

Rest assured, the information collected will exclusively be for academic purposes, only.

Directions: Ask the questions through a face-to-face interview.

Questions:

A. Strategies
1. What specific policies or programs have been implemented to promote the Philippine image?
May you please elaborate more on these policies?
2. To where were these efforts to promote the Philippine image presented to? Which countries
in particular?
What does the Department of Foreign Affairs (DFA) consider as key factors that contribute to a
successful nation brand?
a. Are there any other countries with a successful nation brand that take these factors into
consideration?
3. What does the Department of Foreign Affairs (DFA) consider as key institutions or groups
that contribute to a successful nation brand?
 a. Are there any other countries with a successful nation brand that take these actors into
consideration?
b. What qualifies a group or institution to be significant in the process of nation branding?
4. Are there any future programs which intend to promote further the Philippine government?

B. Philippine Potentials
1. What are the strengths of the Philippines in comparison to other countries?
a. Which of these strengths contribute the most to a positive international image?
2. What weaknesses of the Philippines need to be addressed to make the Philippines
more appealing in the international arena?
a. Which of these weaknesses contribute the most to a negative international image?

C. Achievements
1. Have there been any significant milestones in promoting the Philippine government?

Thank you so much for your time! All pertinent information will be for educational
purposes only.

Noted and Approved By:

Mr. Roxanne B. Doron

Thesis Adviser