By means of Decree No. 8819, of April 23, 2018, the image and logo of the “Country Brand” were approved, whose use will be mandatory by State agencies and entities, dependent on the Executive Branch, Corporations in which the State is a majority shareholder and Binational Entities in its Paraguayan Part. The approval of this material is a consequence of an exhaustive research to define the strategy of the “Country Brand” of Paraguay, carried out between 2016 and 2017, due to the fact that, nowadays, both business sectors and governments have the need to create their own identity in front of international markets, with the purpose of capitalizing the reputation of the country and its image.

According to the manual of use, the Country Brand is formed from what is called “Central Idea”, which is the fact by which a country wants to be known. In the case of the “Paraguay Country Brand”, the objective is to make known the development and progress that the country is experiencing and the Central Idea is then related to the notion of an economically fertile country, with potential for investment and growth. The final objective with the “Country Brand” is to create a collective awareness so that the concept of a fertile country is internalized, thus transforming the perception both domestically and internationally.

Three groups of icons were created to represent the Paraguayan ecosystem, each with six variables:

• GROWTH: economy, low indebtedness, legal certainty, political will, low taxes and transparency;
• OPPORTUNITY: industry, infrastructure, logistics, geography, quality of life and purity;
• WEALTH: commitment, energy, hospitality, water, climate and fertile land.

The image and logo of the Paraguay Country Brand will be managed jointly by the Ministry of Industry and Commerce and the Secretariat of Information and Communication, and will be used, in general, in both printed and electronic materials.