Strategic Approach to Nation Branding: A Case of the Nigeria Brand

Odia, Edith Onowe; Isibor, Felix Osaiga
March 2014
International Journal of Business & Management;2014, Vol. 9 Issue 3, p204
Academic Journal
This study examines the current image of the Nigeria brand by reviewing the existing literature. The review was done on the basis of the key determinants of a nation brand image. The findings from the review identified areas of strength to be in telecommunications, abundance of raw materials, large population and hospitality while weaknesses were observed in the areas of energy, security, corruption, and education. A nation brand strategic management (NBSM) model was developed and applied on the Nigeria brand with a view to building its image. In addition, a framework of brand vectors for measuring a nation's brand image was formulated to exemplify effective perception audit, a critical stage in nation branding process.


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