Abstract
This paper takes into account the image challenge faced by African nations in the attraction of foreign direct investment to their economies. As a potential panacea to this challenge, this paper posits a theoretical framework that establishes a relationship between nation brand theory and investment promotion practice to aid African nations in re-imaging themselves as investment destinations. The nation brand-based investment promotion model framework is a grand synthesis of concepts and ideas from the fields of nation branding and investment promotion. This paper serves as an introduction of the framework, particularly focusing on the concepts informing the model and the modalities of nation branding as an investment promotion approach. Critically, this paper describes the theoretical foundations for each phase of the framework and serves as the starting point for a more in-depth discussion in future studies of the framework as a potential methodology for investment promotion. DOI: 10.5901/mjss.2014.v5n9p663
Highlights
The images of nations, much like those of corporate and product brands are susceptible to negative perceptions and stereotypes
According to the United Nations (UN, 1995) Africa has long suffered from adverse media and academic exposure, identifying the major obstacle in investment promotion for African nations to be the negative attitude towards the continent as a whole, which they believe is fuelled by the lack of adequate and current information on African countries
This paper has posited a theoretical framework that seeks to establish a relationship between nation branding and investment promotion in the African context
Summary
The images of nations, much like those of corporate and product brands are susceptible to negative perceptions and stereotypes. According to the United Nations (UN, 1995) Africa has long suffered from adverse media and academic exposure, identifying the major obstacle in investment promotion for African nations to be the negative attitude towards the continent as a whole, which they believe is fuelled by the lack of adequate and current information on African countries. This has invariably led to stereotyping of African nations
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