It appears countries are the product du jour; when you turn on the TV or open a magazine, at some point, you are bound to come across an advert for anywhere from Malaysia to South Africa. Phillip C. Zerrillo and Gregory Metz Thomas's article 'Developing brands and emerging markets: An empirical application' appearing in the 2008 Place Branding and Public Diplomacy Vol. 4, describes the four primary reasons to brand a place which are: "attracting visitors, attracting business, attracting residents / employees, and enhancing the attractiveness of exports." Sonya Hanna and Jennifer Rowley's article 'An analysis of terminology use in place branding',in the 2008 issue of Place Branding and Public Diplomacy Vol. 4 , employs S. Anholt's argument that "place branding, both as a necessity and a phenomenon, is mainly provoked by globalisation processes where the market place for ideas, culture, reputation, in addition to products, services and funds are fusing into a single global community".
Zerrillo and Thomas argue that the "impact of place brand on quality perceptions has been shown to be virtually identical to that of brand name".
Repackaging Nigeria's Image
In the last decade Nigeria has undergone considerable changes most notably moving from a military dictatorship to becoming a democracy. On the ground there has been tangible changes, for instance the influx of foreign companies (outside of the oil sector) and the genuine improvement of the public infrastructure, this is evidenced in the successful introduction of the bus rapid transport system in Lagos. Starting with the administration of former President Olusegun Obasanjo, serious effort has been put in changing perceptions of the country. In order to combat the corruption, which Nigeria is widely known for, Obasanjo introduced the Economic and Financial Crimes Commission (EFCC).
Obasanjo also instituted the rebranding project called the 'Heart of Africa', the project failed to make inroads and was scrapped by current Information and Communications Minister Professor Dora Akunyili. According to the March 17 BBC Online article, 'Theft mars Nigerian re-branding', it has been reported that the government spent $5.6million on the project in just one year.
Under current Nigeria President Umaru Yar'Adua , Professor Akunyili has instituted yet another re-branding project. In 2009, the Nigerian Federal government launched its new campaign under the tag "Nigeria, good people, great nation". 17 March 2009 Panapress article, 'Nigeria re-brands for better image', quotes Vice President Goodluck Jonathan's unbundling the purpose of the campaign as a 'genuine attempt to re-orientate Nigeria towards believing in themselves once again...and to change the perception of the country both locally and internationally'.
The Way Forward for Brand Nigeria
In order for the Nigerian government to achieve its aims it needs to work towards reducing poverty and crime. The extent of the work ahead was made painfully clear at the launch of the new campaign when, according to the BBC Online, a member of the Nigeria Rebranding team was pick pocketed just minutes before the launch of the project.
Whether the current re-branding campaign succeeds depends not only on the political will of the Nigerian leadership but the ability to change attitudes on the ground. The most successful marketers of any country are its citizens. The self-perception of the citizens of their country carries more weight than a 100 adverts on international television.
