Certified program to empower public sector officers to build globally recognised brands

Certified Brand Analyst Program launched for 70 selected Enterprise Development Officers of Western Province KPI-based incentive system will be introduced to reward talented public officers based on their performance Industry and Entrepreneurship Development Ministry plans to increase the entrepreneurship rate from 3.2% to 10% by 2030 Export income targets are set at $ 28 b by 2028 and $ 36 b by 2030 to ensure economic stability Ultimate goal is to create 20 to 30 new global brands from Sri Lanka within the next two years Multi-tiered training initiative aims to create a professional workforce There are discussions to add value to the program with a globally recognised qualification

- By SaFNA MALIK

THE National Enterprise Development Authority (NEDA), in collaboration with the Sri Lanka Institute of Marketing (SLIM), has officially launched the Certified Brand Analyst Program 2025.

The program, a joint effort with the Industry and Entrepreneurship Development Ministry, is designed to enhance the skills of Enterprise Development Officers (EDOs), enabling them to guide small and medium-sized enterprises (SMEs) in creating globally recognised brands. The initiative’s goal is to foster a new generation of brand creators within the Government.

Industry and Entrepreneurship Development Ministry Secretary Thilaka Jayasundara introduced the strategic concept of “branding the Industry Family.” She emphasised that all key partners and entities under the ministry’s umbrella must work together, asserting that a unified vision and a collective effort are crucial for success, as no organisation can reach its full potential alone.

Using “Clean Sri Lanka” as a national initiative, Jayasundara stated that its primary objective goes beyond merely cleaning streets; it’s about cleansing the mindsets of the Sri Lankan people. She detailed the initiative’s three pillars as economic, social, and environmental. She emphasised that a clean environment is a direct result of building a strong economy and social structure.

She explained these pillars, support several key national targets set for 2030, all focused on building a manufacturing-led economy. Jayasundara said the first goal is to boost the manufacturing sector’s contribution to GDP from its current 16.2% to 20% by 2030. She said it is essential for reaching the broader national target of increasing the country’s overall GDP from 26.7% to 28% by 2030, which would pave the way for a “rich country and a beautiful life for all” by 2028.