“Morocco urgently needs to require a unique, permanent, and strong nation branding,” said the Royal Institute for Strategic Studies whilst presenting the findings of the 9th edition of the reputation assessment.
The Royal Institute for Strategic Studies and the specialized business Reputation Lab work in collaboration to conduct reputation reports assessing Morocco’s reputation in different nations.
The Royal Institute findings on Reputation’s confirmed that “Morocco has a generally favorable worldwide reputation, which reflects the strides it has achieved in progressively establishing itself as a compelling power.”
The report evaluates the country’s reputation in the globe to determine Morocco’s strengths and shortcomings with regard to its internal and external image, as well as to develop strategic choices capable of boosting this image and transforming it into a lever to increase competitiveness.
Reputation reports are based on a variety of factors. Lifestyle, natural wonders, history, culture, the economy, political and legal systems, brands, growth potential, natural resources, high-quality goods, tourism, and entertainment options are among them.
The potential for investing in or traveling to Morocco was also featured in the most recent study.
Morocco should “adopt an active communication approach based on strong messages adapted to the target countries and highlighting the progress achieved in various fields across the country’s brand,” according to the Royal Institute.
The reputation report’s 2023 edition included 26 nations, as opposed to 2015 edition’s approval of 18 nations. These nations include the Group of Seven industrialized nations and Russia, which offer Morocco thriving export markets as well as potential destinations for tourist influxes and foreign direct investment into the Kingdom.
“Measuring Morocco’s reputation in many developed countries provides a wealth of information to enrich the understanding of the main dimensions of Morocco’s international standing,” said the Institute.
The report’s concept came from a study of Morocco’s overall wealth from 1998 to 2013, which found that intangible wealth is heavily influenced by the value of the Kingdom’s mark.
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