Issa calls for serious Brand Jamaica focus

KINGSTON, Jamaica — Jamaican businessman and hotelier Christopher Issa has called for renewed national focus on Brand Jamaica, saying the country’s extraordinary international recognition must be continuously nurtured, protected and strengthened.

Speaking at Wednesday’s launch of the Reggae Marathon in Kingston, Issa said Jamaica possesses one of the world’s most recognisable cultural identities, with an extraordinary collection of globally known people, products and experiences.

“Brand Jamaica needs help,” Issa said, pointing to Bob Marley, Usain Bolt, reggae, dancehall, Jamaican jerk, Red Stripe, Appleton, Sandals and other internationally recognised Jamaican brands. His central argument was that Jamaica has tremendous individual brand assets but must continue working to bring them together under a strong and cohesive national identity.