One of the primary challenges faced by developing countries especially Nigeria stems from the breakdown of bordering between their internal and external aspects. Professionals and scholars have arranged that increasing the actions and statement of Nigerian leaders and citizens simultaneously affect National and International identity and image. This is due to increasing levels of interaction between her citizens, leaders and other external public or societies.
An image can be described as the impression, feeling or opinion, which somebody has, about an organization. In this case the impression or feeling or opinion, which other countries has about Nigeria. Over the years the image of Nigeria grows worst rather than bad. Nigeria has been branded thieves, 419ers and other all sorts. This has incidence a lot of problems on our international relations. Submit a green passport and be subjected to the most stringent and most thorough check at foreign airports, seaports and other international boarders. What a bastardized image. Nigerians have been denied Visa entry to international engagements. Recently, highly placed Nigerians where denied Visas into France for the Film Festival, to mention but a few.
However, the opinion that all Nigerians are thieves, 419ers, Fraudsters, could be proved wrong, by carefully adopting the procedures of rebranding Nigeria through Public relations. At this juncture, the media among others is a focal point for Public relations and branding building, according to Victor Aladiji (2000). “The world is in crisis, Political Crisis, economic crisis, identity crisis; the media and Political societies. Nowadays nobody dare to deny the effects of the media in the behaviour of individuals both in developed and developing countries. In our continent, the Media are said to poses power.”
One of the most common misconceptions about branding is that it is something one chooses to do as it were a project, one could start and finish. But branding, the process, through which a cohesive enduring, impressive of a business, in this case Nigeria is formed in the minds of our audience (external public). Branding never ends, it is ongoing in every interaction. Hence, the need of this paper presentation is to reveal the powerful role of Public relations in rebranding Nigeria, to rejuvenate Nigeria Bastardized image, among others, encourage investment and partnership that will aggravate developmental growth in both human resource and infrastructure facilities, all to make Nigeria a country to reckon with in the committee of Nations.
STATEMENT OF PROBLEM
Is Nigeria a sellable brand? How would Public Relations be used in rebranding Nigeria?
PURPOSE OF THE SEMINAR PAPER
With the reviving trend of Globalization and the breaking down of international barrier of trade, competition for consumers and inward investment; Countries especially Nigeria need to be repositioned to meet this challenge, and hence encourage internal acceptance for economic trade partnership and investment opportunities.
Using Public Relations as part of a marketing mix to create the desired image around the brand (Nigeria) that her public, International Communities, business partners can partner without a second thought.
At the end of the presentation, we will be able to establish that a country such as Nigeria can be rebranded using the vehicle of Public relations, which is a very potent communication tool.
RELATIONSHIP BETWEEN PUBLIC RELATIONS AND OTHER FORMS OF THE MARKETING MIX.
Public Relations is a distinctive management function which helps establish and maintain mutual lines of communication, understanding, acceptance and cooperation between an organization and its publics; it involves the management of problems of public opinion, defines and emphasizes the responsibility of management to serve the public interest; helps management keep abreast of and effectively use change, serving as an early warning system to help anticipate trends, and uses research and sound and ethical communication techniques as its principal tool.
Ideally, Public relations is perhaps best conceive as total public – communication effort of an operation, the overall umbrella under which other forms of marketing mix like advertising promotion, marketing, publicity, employee communication, media relations, community relations, Public affairs, public relations counseling, and other such functions.
Like I earlier stated in my purpose for this seminar presentation, public relations is an integral tool of communication which is effectively used in brand building. And many organizations, individuals, even countries consciously or unconsciously engage public relations activities to brand or rebrand their products/services, as the case maybe to gain a favourable, positive image and seek to maintain that image in the minds of its publics.
BRANDING/REBRANDING, BRAND BUILDING.
The Wikipedia (the free encyclopedia) defines a brand as a symbolic embodiment of all the information connected with a product or service.
A brand typically includes a name, logo and other visual elements such as image, fonts, colour, schemes or symbolic. It also encompasses the set of expectations associated with a product or services, which typically arise in the mind of people. Such people are those involved with distribution, scale and supply of t he products or services and ultimately customers.
Branding is not based on what goes on, but on what goes in. It should be an investigation of the brand’s very substance the facts of brand identity Denis Harm (2005). Planning a branding programme thoughtfully has benefits beyond the formation of a strong cohesive brand in the mind of audience. It can also force a business to think about important internal strategic issues such as its visions, it immediate and long-term business goals. It is important to note here that branding begins at home with a thorough examination and refinement of its identities.
Branding building on the other hand, considers issues like the following:
(1) The mission: – The mission or purpose of building a particular brand. What do you, dear brand builder, want your brand to be and become? Why do you want it to become? When do you want it to become? What role should it play in your brand portfolio? The success of any brand will succeed on how well these questions that results in clarity of purpose must be asked, answered and understood by all who are related to the brand or the brand will go nowhere ultimately.
(2) The matter: – This is a euphemism for the product, without the product being buyable, the brand – builder can do very little. In other words, without the product being right, nothing much can be done. If the competing product is better than your product, then you are already behind from Jimmy Street.
(3) The brand builders:- The attitude, aptitude and chemistry of the people behind the brand determine how far the brand can go. Therefore the brand builders must at all times evaluate themselves and the people working with them for value. Considerations for teamwork, contemporaries, initiative, willingness – to – dare, pedigree, exposure, etc are only bits of the issues. If the people are right, the brand will be right. Hardily has any brand become great without great people and teams working for it (BRAND Faces, 2002).
NIGERIA AS A BRAND: POSITIVE OR NEGATIVE?
According to United Nations Conference on Trade and Development (UNCTAD) at a public forum in Lagos, Nigeria; it was concluded that Nigeria’s poor image is denying it much needed foreign investment to accelerate economic growth. Nigeria is bogged down by its image as one of the most corrupt nations in the world. Uche Nworah (2005).
According to the 2004 Transparency International Corruption Perception Index, Nigeria still ranks as the third most corrupt country in the world in a survey of 146 countries; behind Haiti (The most corrupt country) and Bangladesh (the second most corrupt country).
Nigeria’s other problems have also been identified as bribery and corruption, unemployment, poor infrastructure development, over dependence on the oil sector for federal income and revenue, poor work ethics, increasing citizens dissatisfaction and disaffection with the government political structure and politicians, corporate large scale organizational irresponsibility, inadequate funding of the educational, health and other key sector, neglect of the agricultural and other non-oil productive manufacturing sectors, continued manufacture of poor quality, fake and substandard goods and service, over dependence on imported goods, poorly regulated capital and financial market, tribal, ethnic and religious squabbles, homelessness, poverty and hunger, poor maintenance culture, poor planning, lack of security and disregard for human life and property, armed and pen robbery and others. (Uche Nworah 2005).
As a result of the realization of the negative effect of these issues of Nigeria as a potential investment country, the government of Nigeria Launched the Nigeria Image project in July 2004. Former Minister of Information chief Chukwuemeka Chikelu described the project as both informational and orientation in nature, involving both the media, advertising and public relations practitioners.
According to Uche Nworah (2005) other countries have also realized the importance of country branding. Mark Leonard of Demos, in his book Britain TM (1997) writes on the need for Britain to re-brand itself. According to Leonard, the main reason why this needs to be done is that a gulf has opened up between the reality of Britain as a highly creative and diverse society and the perception around the world that Britain remains a backward looking Island immersed in its heritage.
However, for Nigeria and other countries such as Britain to compete effectively and favourably in the global market and also be able to attract FDI (Foreign Direct Investment). They may have to employ branding. According to Olins (1997) branding a country should be viewed with caution because despite the similarities between product and place brands “The ideal of a nation as a brand – as Coca Cola is a brand –is a very big mistake. Olins here also emphasis caution and care in the application of traditional branding principle to country branding. Public relations is known to be very potent communication tool to build very strong Equity products around brands. It can create the desired image around that consumers can buy into. Public relations can as well be used as a vital tool to reshape Nigeria image by branding.
PUBLIC RELATIONS AS A TOOL IN RE-BRANDING NIGERIA.
Country branding/re-branding is the process whereby a country actively seeks to create unique and comparative identities for itself with the aim of positioning the country internally and internationally as a good destination for trade, tourism and investment Uche Nworah (2005). In this regard, countries such as South Africa, Wales, Spain and Ireland have succeeded in affecting business and tourism to their countries as a result of carefully managed country branding programme. Brymer (2003) suggested that although the principles of branding apply especially to countries as they do to products and services. The method may differ according to creating a brand programme for a country demands an integration policy that most countries do not posses. The ability to act or speak on a coordinate and representative way about themes are the most motivating and different steps a country can make.
According to Rosemary Ajayi in her article, this is a favourable period to re-brand the nation as the world’s focus is on Africa but whilst pursing increased tourism and foreign investment, the primary target must be the hearts and minds of the Nigerian people.
If branding is acknowledge being the cover of any organization or nation then internal branding lies at the very heart of Nigerian brand. According to Uche Nworah, branding Nigeria now called the heart Africa follow careful crafted communications messages should have been sold to million of Nigerians internally and in Diaspora who are in the better position to represent Nigeria in their different countries of residence. Rosemary Ajayi goes on to say that brands are about people. Secondly, internal branding revolves around a nation’s culture and values but most significantly how its citizens perceive them. The Nigerian people are the Nigerian brand and that an internal branding strategy will equip Nigerian to sell “Brand Nigeria”. (The heart of Africa Project) is more effective than a paid for international Advertising Campaign. Recently, the Minister of Information, Prof. Dora Akunyili launched another rebranding project with the brand appellation, “Good People, Great nation.”
The government also need to encourage the Nigeria people to buy into the new Nigeria in other words Nigeria must like Nworah (2005) highlighted the process of country branding as the following.
1) The corporation and involvement of representatives of government business, the Arts, education and the Media. They should be involved in singing about the project in one voice.
2) Determining and carrying out an image perception audit both nationally and internationally.
3) Consultations with opinion leaders at carrying out a country SWOT analysis.
4) Creating a strategy using known professional model. Most importantly, it should involve some event. Rogers “Diffusion of Innovation principle models”.
5) Design a programme to make the strategy tangible through improvement programme and campaigns.
6) Create a system to link together the different organization and departments that can be part of the brand.
7) Let actions count.
Olims also proposed a six (6) point, which partially agree with that, enumerated above.
1) Set up a working party made up of representatives of government, individuals, the arts, education and the media.
2) Do an image audit
3) Create a central idea or theme on which the strategy is based.
4) Develop ways of articulating the central idea visually.
5) Synchronize message theme to suit particular audience.
6) Create a liaison system through the working party to launch and sustain the prorgamme.
EFFECTS OF RE-BRANDING NIGERIA
The numerous benefits of gaining a positive and favourable image for a country like Nigeria through re-branding cannot be overemphasized. For a country with so many products and services to offer, re-branding its image positively will bring about the desired development and integrity. It will educate, indoctrinate and transform attitudes of Nigerians from negative to positive. According to Rosemary Ajayi, “first, Brands are about people, internal branding revolves around a nation’s culture and value, but significantly; how its citizens porcine themselves and their nation”.
She went on to say that the Nigerian people are the Nigeria brand, and that an internal branding strategy will equip Nigeria to sell “Brand Nigeria” than a paid for international advertising campaign. The Public relations campaign should cut across all sectors of the society, like the civil service, farmers, manufacturers, Media, arts and service providers. There should be cooperation and involvement of representatives of governments, business, the arts, education and the media. If this strategy is followed then, internally, the branding process has earnestly begin, which resultantly spills over to the External or international community.
A more recent version of advertising is advertising in film by having a main character use an item or others of a definite brand Dennis Hann (2005). An example is in the movie Minority Report were Tom Criuse’s character Tom Anderbon owns a computer with the Nokia Logo clearly written in the corner of his watch engraved with the Bulgari logo. Another example of advertising Public relations activities on film is in Matrix redloaded where Cadillac cars were used in many scenes in the films. Nigeria can definitely borrow a leaf from here. Involving Nigerian mega movie stars, home and abroad to showcase the culture, the people, and country in a well-packaged film that will compete with world standard. This would go a long way to reposition Nigeria as a brand in the world scene. This should be the target of film producers with assistance from government at all levels.
Planning in Public relations campaign should involve Nigerian high-class professionals in different fields, such as art, music, sports, science etc. these are personalities that matter in the world scenes. They may include Akeem Olajuwon (Ex-NBA Star), Sade Adu (Grammy Award Winning Artists), Oluchi Onweagba (Super Model), Philip Emeagwail (World Renowned Computer Scientist), Jay Jay Okocha (International Footballer), Emeka Anyaoku (Former Commonwealth Secretary General), Professor Wole Soyinka (Noble Prize Winner) Parti Boulay (Musician).
These personalities should be involved in a series of testimonial advertisement in the international media, both in print and broadcast. The purpose and message of this campaign should be communicated clearly to them so as to accept it and as well as pass the message on effectively.
They could also be involved in short well-packaged documentaries all about the brand Nigeria. Nigeria’s natural endowment like the game reserves, waterfalls, and traditional monuments could also be packaged in a short documentary.
Four years ago, the world’s attention was on Germany when FIFA, the world’s Football governing body staged the most famous and prestigious sport in all times. World cup in Germany, tagged Germany 2006. It was a time to sell Germany to the world. Nigeria is hosting the 2009 FIFA Junior World Cup by October it is an opportunity to sell Nigeria as a good brand to the world too. Branded Jerseys, the national colours, the campaign’s theme, logo and messages should be used extensively. Giving this campaign the much – needed publicity in order to attract the much-needed audience. Immense benefit can be derived from this because; football has become a unifying factor both in the world and in Nigeria. Involving the big names in soccer would help to draw the needed audience.
CONCLUSION
In conclusion the implementation framework is anchored on a strategic partnership between the public and private sector using publications, advertisement, web strategy, events and symposia, document, press and media relations, road shows and business diplomacy. As the world’s most populated black nation, Africa largest market, the world’s third largest film industry, and its largest producers of home video. Nigeria has the greatest marketing potential for branding. Not forgetting its immense wealth and natural resources and manpower.
RECOMMENDATION
In view of the need for globalization, foreign direct investment, international development, re-branding Nigeria to meet these challenges is inevitably recommended that steps suggested in the paper be followed with keen interest, and that Public relations activities should be adhered to in order to achieve tangible and positive results that will bring about the desired development in the nation, through positive image building and maintenance of that image.
REFERENCES
(1) Bidemi Osunbiyi, Advertising Principles & Practice, ( Lagos: Sholak Printing Press, 2001) P.47
(2) Dennis Hann “ Identify Driven, Branding from inside out”. May 2005.
(3) Frank Jefkin, Introduction to Public Relation and Advertising. May 2006.
(4) Frank Nweke Jnr. “Branding our beloved Nigeria”.
(5) Kufre Ekanem, “The 8Ms of Brand Building”. BRAND faces, July 2002, P. 28.
(6) N.M. Igwenagu, “Public Relations in Practice”. (PGDAP Thesis, Institute of Journalism, Abuja, 2009). P.4
(7) Rosemary Ajayi, “Branding Nigeria”, AAAN Delegate Meeting. 2006.
(8) Uche Nworah, “Branding Nigeria”, July 2005.
(9) Victoria Ajala, “In Search of a professional excellence”, 1993.
* seminar presented by Victor Bajah (victor@epitconsult.com) at International Institute of Journalism, Abuja.
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