Brand Bhutan
While stunningly beautiful with a rich and distinctive culture, the Royal Kingdom of Bhutan is not widely known as a tourist destination nor an expert producer in a specific industry or sector. With the support of the UNDP, Bhutan's Department of Trade (Ministry of Economic Affairs) embarked on an extensive brand development program. Capturing the spirit of the Kingdom, its people, and their way of life, and amplifying the ethos of Gross National Happiness (GNH) – Bhutan's famed principles for sustainable development, conservation, and good governance – a country brand positioning strategy, national philosophy, brand architecture, and identity developed. The Blake Project UAE then facilitated brand leadership and management training to cross-government and private-sector stakeholders.