Dear Editor,

The other day someone indicated to me that they were not sure of the definition for Brand Jamaica and wondered if it could be defined. Well, I will use this example to help us along.

In accounting, there is a term “goodwill”. This refers to the excess of money paid to purchase an asset or business over the total value of assets and liabilities. It is referred to as an intangible asset. Goodwill arises when one company acquires another, but pays more than the market value.

Jamaicans need to understand that there are quality products coming out of this island and the world is well aware of this fact. They, therefore, use our name to promote whatever they are doing. This is our accumulated goodwill. This is the added value the name Jamaica brings. That’s our brand.

When people write books they protect their products via copyright. Our Government presently sits on their extremity looking at the world go by, waiting and wondering when will it all happen for us, only waiting for IMF monies. When it is time to pay the loans back then they will realise that all the opportunities have passed us by, and we are left in a quantum muddle.

“Brand Jamaica” is currently crying out to us to create a new direction for the nation and we all need to wake up, smell the coffee, and run with it.

Rupert Brown

Stony Hill, St Andrew

aat2study@yahoo.com