IRES organized January 14, 2015, a seminar on the theme "What levers to build a strategy of Morocco’s Label ? ", attended by institutional actors representing key dimensions of Morocco’s Label, some economic operators and experts of issues related to Nation Branding.
This seminar emphasized the importance of branding as an essential component of intangible capital of the Kingdom and leverage to strengthen Morocco’s public policy coherence. The seminar was dedicated, also, to the examination of the experience of some institutional actors in the development and promotion of Morocco’s label in the area of diplomacy, economy, tourism, craft industry, air transportation and telecommunications.
The discussions highlighted the need for Morocco to implement a comprehensive and integrated strategy of its Nation Branding so as to mobilize synergies between actors. Other aspects were discussed, including the close link between internal and external dimension of the country's image and the importance of strategic intelligence to anticipate changes in the international, regional and national environment.