Brand Malta needs nation's support

Just as Kevin Saliba stressed (August 24): "Embarking on a branding exercise isn't really an option and it needs to be done. If we do not position ourselves, our competitors will do it for us and to our disadvantage."

A country's brand can create a positive or negative impression of its products and services. The "brand" is a mind game and it wields influence on a purchase decision or an investment. Each tourist destination has a brand image which serves to differentiate it from competing destinations while those that do not have a brand strategy often depend on advertising campaigns which might not have a clear projection, thus creating a misleading image and market identity.

If Brand Malta is fully developed as per the vision projected, it will be more competitive, with higher recognition and "brand recall" advantage, especially with the support of foreign travel agents. Repeat visitors will also increase.

It is never too late to correct the mistakes. But the bottom line is that the government cannot do it alone, only with support and cooperation from the nation.

Supporting Brand Malta is not a difficult task, as simple as choosing not to litter and starting to smile. Every step taken by each individual in these areas alone will add value to Brand Malta and will eventually help to transform Malta into a better choice of tourist destination.

We have read several negative complaints from visitors, many vowing not to return. In this IT world, complaints can spread across the globe.

Hopefully, the government has taken steps on the specific complaints and will try to improve certain areas, while responsible citizens should help to maintain public places and keep them clean. It take two to tango.

Brand Malta is a good initiative but its platform has been slammed by many before the first plank has been laid. The authorities need to rectify any misunderstandings.