BIFEX 2016: Bassil stresses importance of trademarks in spreading Lebanese culture

Foreign Affairs Minister Gebran Bassil stressed on Thursday the importance of trademarks in the spread of Lebanese culture.

Bassil spoke at the inauguration of the second day of BIFEX, 2016 (Beirut International Franchise Forum and Exhibition) in the presence of President of the Lebanese Franchise Association (LFA) Charles Arbid, President of the Union of Lebanese Chambers of Commerce, Industry and Agriculture Mohammad Choukair, ambassador Mira Daher and several businessmen.

“Trademarks can become a success at the cultural, social and economic levels,” he said, explaining that product quality was an added value to those brands that represent a “source of pride for all the Lebanese” and that bear a message of uniqueness “from our country.”

The Minister recalled that the foundations of the Lebanese economic diplomacy were set during the 2014 edition of BIFEX “to ensure all factors of success for Lebanese working in the economic sector.”

“We wanted an active and effective economic diplomacy, with a diplomatic body that plays a full role in the promotion of Lebanese companies, their products and our trademarks,” he said, noting that efforts in this regard had begun to bear fruit.

Bassil further revealed that his ministry had worked to Lebanon’s “expand business horizons” through the signing of several agreements. He cited as an example the agreement with Mercosur to facilitate the entry of Lebanese products into South America.

“We have also consolidated our foreign diplomacy counting on the dynamism of the Lebanese Diaspora in opening new markets for our products, hence the establishment of the Lebanese Diaspora Energy Congress… This Diaspora deserves to be called the ‘link’ between the four corners of the world,” he added.

While applauding the initiative to establish an Arab Institute for trademarks — “a bold step under the current circumstances” — the minister announced that the Lebanese diplomacy intended to launch a project that would exploit the image of some notorious Lebanese expatriates to promote products.

“We are proud to make Lebanon a mark of sophistication, development and openness. Our identity is our wealth! Promoting our trademarks in the world allows us to spread our culture based on openness, fraternity and tolerance,” he said.

Source: National News Agency

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