By Patrick Wemambu
A weak national brand will discourage investments and talent, depriving a country of what it needs for national development which further weakens perceptions of brand quality, Alhaji Mohammed Idris, Minister of Information & National Orientation, has said.
Delivering an address at the Unveiling of the Nigeria Reputation Management Group (NRMG) – a groundbreaking initiative of the Nigerian Institute of Public Relations (NIPR) aimed at bolstering the brand reputation of Nigeria recently at the Rotunda Hall, Ministry of Foreign Affairs, Abuja, Idris noted that Nigeria has a myriad of challenges and reputational weaknesses. Regardless, there is an abundance of significant strengths and untapped potentialities.
“In the area of culture, for example, Nigeria has one of the strongest brands in the world, especially on account of our music and our literature. Our films, fashion and food are also making impressive strides and with more intentional support, can conquer the world just as boldly as our music is doing,” the minister enthused.
Recognizing that a country’s brand reputation is one of its core assets, alongside its financial and natural resources – the fellow of the Nigerian Institute of Public Relations who doubled as chief host of the event, however, observed that the intangibility of the image character is often not reckoned with in the computation of a nation’s primary assets.
“This dismissive mindset is what the NIPR seeks to challenge through the NRMG. There are various initiatives out there that rank countries on the strength of their national brand. One of these is the Nation Brands Index by IPSOS that in 2023 ranked Japan as the most valuable nation brand in the world, upstaging Germany – which had held the position for the preceding six years – on the list of 60 countries ranked. Countries are ranked on that index according to how they score on six primary indices in the perceptions of respondents drawn from around the world: Exports, Governance, Culture, People, Tourism, and Immigration and Investment.” He said.
Though Japan steadily rose on the above ranking – from 5th place in 2019 to 4th in 2020, 3rd in 2021, 2nd in 2022 and then 1st in 2023, Idris did not think the ranking viewed as imperfect should be taken as an endorsement. Quoting Simon Anholt, brain behind the aforementioned ranking, the speaker clarified that there is a direct link between the intangible asset of national brand and tangible country characteristics like ability to attract trade, investment, tourism and talent.
Whereas a strong national brand attracts talent, tourists and investors, the participants learnt the reverse of the case registers negatives. They were, therefore, informed about the need for Nigeria to start taking its national brand seriously by honestly assessing its strengths and weaknesses.
Going down memory lane, Mohammed Idris recalled that a five-point agenda as blue print for the information sector was rolled out when he assumed office in September 2023. He continued; “The second pillar of that agenda is as follows; Amplify programs and policies of the Federal Government as well as inspiring Nigerian stories and narratives. This pillar was carefully included as to embody my determination to restore and upgrade Brand Nigeria through storytelling and strategic communications. You can therefore understand my delight that the NIPR has emerged as a worthy and committed partner to this all-important cause.”
