An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe

Cleven Masango,Vannie Naidoo

doi:10.22610/jebs.v10i6.2598

Abstract

This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.

Highlights

Zimbabwe has gone through a corrosive period spanning nearly two decades during which the country’s once celebrated reputation and image lost significant equity
Hypothesis 1: Zimbabwe is not a competitive country based on identified competitiveness and differentiating indicators
The results suggest that Zimbabwe was less risky with regards to large-scale terrorism; large-scale cyber-attacks and large incidents of data fraud

Summary

Introduction

Zimbabwe has gone through a corrosive period spanning nearly two decades during which the country’s once celebrated reputation and image lost significant equity. A major inflection point in the history of the brand is the fall of the former President R.G. Mugabe’s administration in November 2017 and the entry of President E.D. Mnangagwa. This marked a major opportunity for turning around the fortunes of the national brand. The former Senior Principal Director in the Office of the President and Cabinet, Ambassador Mary Mubi said that the country needed to develop a global campaign that informs the world that Zimbabwe is a viable nation with working institutions, tremendous opportunities in all sectors, vibrant culture and great places to visit and with a peaceful, resilient people and the most literate workforce in Africa. It is advised that being proactive in rebranding and repositioning goes beyond communication and doing cosmetic work to a complete and integrated reconfiguration of the brand (Gilmore, 2002)

Methods

Results

Conclusion