Institut Royal des Etudes Stratégiques
What levers to build a strategy of Morocco’s ...

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.

8.45
ACCUEIL DES PARTICIPANTS

9.00
-Mot d’introduction de M. Mohammed Tawfik MOULINE,
Directeur Général de l’Institut Royal des Etudes Stratégiques
-Intervention de M. Mustapha EL KHALFI,
Ministre de la Communication

9.30
Modérateur : M. Said MOUFTI
Directeur de Recherche, Coordinateur du Programme d’études
« Relations Extérieures du Maroc »
-M. Karim MEDREK,
Directeur de la Diplomatie Publique et des Acteurs non Etatiques
-M. Zouhair TRIQUI,
Directeur Marketing, Maroc Export
-M. Hassan EL OUAZZANI,
Directeur du livre, des bibliothèques et des archives, Ministère de la Culture.
-M. Adil HIDANE,
Directeur adjoint, Direction des Etudes et des Prévisions Financières

10.30
-Mme Maryam NAJAHI,
Directeur Marketing, Office National Marocain du Tourisme
-M. Ali YACOUBI,
Directeur de l’Investissement, AMDI
-M. Mouhcine DAHMANI,
Directeur de la veille stratégique, Maroc Telecom
-Mme. Saida NAJIOULLAH,
Directeur Marketing, Royal Air Maroc
-Mme. Karima ANIA,
Direction de la Préservation du Patrimoine, de l’Innovation et de la Promotion, Ministère de l’Artisanat

11.45
DEBAT

13.00
MOT DE CLOTURE