20 April 2009
Nigeria is launching a PR push to combat the perception that it is full of crooks and e-mail scammers in an effort to encourage tourism.
In March, the Nigerian Information Ministry announced its plans for the repositioning, leading with the slogan "Nigeria: Good people, great country".
Without wanting to get into the politics of the situation, as marketers we are aware of the value that a brand can add, or take away, from a product.
Some countries can count more than others on positive stereotypes and preconceptions to sell their products and promote their culture. Swiss chocolates? No problem. French perfume? Of course. Nigerian city break? Hmm…
Economics professor Guy Sorman wrote in French news magazine L'Hebdo: “To sell something when your origin does not evoke anything is as difficult as to sell a product without a brand.”
When origins actually evoke suspicion and cynicism then it must be even harder.
Nigeria joins the ranks of many countries around the world that have undergone a period of rebranding at one time or another.
The UK went from “Rule Britannia” to “Cool Britannia” in the late ’90s in an attempt to hack away at its staid, traditional image.
The US is currently getting a brand overhaul with the popular new President Obama.
But sometimes a country can take it too far: author of Roam – making sense of the wireless internet Bruno Giussani claims that at one point Estonia considered re-branding itself "e-stonia" (as in "e-business") to underscore its digital thrust...
Here’s hoping that Nigeria’s new campaign will be one that really does pay off.
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