AS the Government take steps to develop a comprehensive Nation Brand Strategy, Jamaica Business Development Corporation (JBDC) has sought to differentiate between what constitutes a ‘Jamaican’ product from one that is ‘Jamaican made’.

According to Janine Fletcher-Taylor, manager for the Marketing Services Unit of JBDC, with Brand Jamaica often depicted as a symbol of culture, creativity, and resilience in the global marketplace, it is also becoming more important for products to not only be easily identified based on aesthetics but to also connect with customers on a deeper and more personal level.

In making the distinction, Jamaican-made products, she said, are those usually manufactured locally utilising the country’s resources and capabilities, while those branded as Jamaican possess a deeper connection to the island’s culture, history, and environment and which are often packaged as a product that carries the spirit of Jamaica.

“A product might be ‘Made in Jamaica’ but what makes it ‘Jamaican’ is how it embodies the island’s essence. Whether through the flavours of Jamaican cuisine, the art of local craftsmanship, or even the story behind the maker, the brand needs to connect with consumers on a deeper, emotional level. The success of a Jamaican brand lies in its ability to convey its uniqueness and stand out with something authentically Jamaican that can resonate globally,” she said in a recent issue of the company’s weekly newsletter to entrepreneurs.

“Building a Jamaican brand isn’t just about slapping a ‘Made in Jamaica’ label on a product, it’s about creating something that is authentically Jamaican, high-quality, and emotionally resonant,” she stated.

With Jamaica’s reputation being a powerful one on the world stage, the growing demand for products from the country — whether in the areas of craft, gastronomy and even culture — she said, is usually driven by the need to have quality, consistency and value. In focusing on these standards, she said, entrepreneurs will be better able to develop a product that can last.

A recent court battle to settle on the geographical indication (GI) of what can be classified as ‘Jamaica Rum’, based on a number of Jamaica Intellectual Property Office (JIPO) criteria, further underscores the need for these differentiations. The GI designation was put in place to protect the sector from counterfeiting, as it established rules for what should obtain when making Jamaican rum.

“The brand story is a pivotal aspect of any Jamaican brand. A strong narrative about the product’s origin, the cultural significance, or the artisan’s story can make a big impact on consumers. It’s not just about selling a product — it’s about telling the story of Jamaica’s rich culture. This is what connects customers emotionally to the brand,” she noted.

“A product must be able to meet consumer expectations every time, creating a brand that is synonymous with reliability. When done right, Jamaican brands can command a premium in the marketplace, making them a force to be reckoned with internationally,” she added.

Products such as the Jamaican-made Blue Mountain Coffee and Bob Marley paraphernalia are good examples of this.

The Government, in its recent push to build out a unified and compelling identity, has also realised the importance of having that clear distinction, and through its latest effort is hoping to further highlight the country’s diverse ethos. In doing this, there is also a greater push by the State to drive economic growth as it deepens national pride and preserves the rich cultural assets and values that make Jamaica unique.

As it relates to economic growth, experts have long said that the successful establishment of a national brand will help to attract increased foreign investments as it also heightens trust in national companies while boosting export growth for a country. To this end, the nation branding initiative being eyed by the Government therefore aims to elevate the country’s image, allowing for the chanelling of more resources to better monetise and capitalise on its economic benefit and value.

Jamaica Promotions Corporation (Jampro), a trade and investments promotion agency, said Brand Jamaica has the potential to deliver over US$35 billion in value annually. This, even while it continues to lose out on an almost similar amount in potential earnings due to brand exploitation in the global marketplace.

With countries such as Japan moving atop the nation brand index (NBI) last year, this has proven that its years of building out a name for itself has led the country to gain wide recognition for its contributions to science and technology as well as its ability to attract trade, tourism, investment and talent. Germany, which fell to second place after several years in the number one spot, is followed by Canada in third place. United Kingdom and Italy rounded out the top five of the NBI listing, made up of some 60 countries, leaving the US in the sixth place.

The JDBC manager, in further highlighting some areas now ripe for further product development, said untapped opportunities in the craft and design industry — particularly in the areas of fashion, home and office accessories as well as ceramics and wood working — should now be assessed for product building.

“These sectors are underdeveloped, when compared to others, but they present significant opportunities for artisans to innovate and build on the Jamaican brand. Artisan goods that reflect the heritage of Jamaican materials and designs often carry great value in markets locally and abroad,” Fletcher-Taylor said.