The Nigeria Internet Registration Association (NiRA), a body responsible for managing Nigeria’s identity on the domain name space, .ng, has urged firms to switch to the .ng country-code Top Level Domain.
A country-code Top Level Domain (cc-TLD) is an Internet top-level domain generally used or reserved for a country and identifies Websites related to that country. Continue reading
X-Shops: Fast and Reliable Ecommerce hosting(Mashable) — Google is preparing to launch Google Offers, the search giant’s Groupon competitor, Mashable has learned.
We have the documents to prove it — one of our sources has sent us a confidential fact sheet straight from the Googleplex about the company’s new group buying service.
“Google Offers is a new product to help potential customers and clientele find great deals in their area through a daily email,” the fact sheet says. Continue reading
X-Shops: Fast and Reliable Ecommerce hostingby Jim Schakenbach
Using PR correctly starts with constructing your message and its delivery so that your news releases you communicate clearly and effectively. So often, companies send out press releases packed with self-congratulatory, cliche-ridden, unfocused information that seems designed to cause editors to either scratch their heads in confusion and throw the release out, or simply fall asleep under the influence of dull and leaden text.
To avoid this, use benefit-oriented headlines that quickly convey the advantages of your product or service. Provide the “who, what, where, when, and how” of your message in the opening paragraph. Craft short, punchy paragraphs that position your product in the marketplace, relative to the competition, to give the editor perspective and background. Concise, “bullet” points can provide a feature-by-feature rundown of what you have to offer without wasting the editor’s time with lengthy text. Above all else, use plain language.
If your release is more corporate than product, be sure to attribute all statements to a company spokesperson and provide some good, quotable statements that an editor can extract and use. Then make sure that person is available to speak with an editor and to provide more information. Have contact information, including title, telephone number, and email address right at the top of the release. Be sure also to include your web site URL somewhere, perhaps as part of the address bar at the bottom of the page.
Need to include more information? Avoid attaching documents to your email; instead, include all text right in the body of the email rather than as a separate, attached file. With so many viruses lurking on the Internet, many people avoid or simply delete attachments if they are not sure where they came from. As a result, you may risk having a key part of your message eliminated before an editor even looks at it.
If you supply photos or other graphics, be sure to include a caption to make the editor’s job easier and to increase the likelihood of your photos being used. Clearly identify any people in a photo and state the purpose and benefit of any products shown.
In short, if you treat both editors and readers with respect, you will achieve better results. Properly provide all necessary information for editors to make informed decisions about your release – your chances of getting published grow exponentially with a complete, professional-looking news release. Likewise, provide information that is interesting and useful to your audience, not self-congratulatory, self-serving fluff. If they see value in the information you are conveying in your news release, they will see value in your company and its products or services.
I am a freelance writer for B2B and technology companies, with over 25 years of advertising and marketing communications experience. I provide content for websites, news releases, trade publication articles, white papers, case studies, application stories, multimedia presentations, PowerPoints, sales materials and other written communications. I also provide brand identity and marketing communications strategy consulting. http://www.bigwordscontent.com
By Simon Harrop, BRAND sense agency
Celebrity endorsement is big business. Top celebrities, and even the minor ones, receive truckloads of cash (Justin Timberlake got £3.4m for his ‘I’m Lovin’ It’ one liner for McDonalds) and publicity for a comparatively small amount of work. So it pretty much makes sense from their perspective. But what about the brands? Is it really in their long term interest, and, more importantly, are their better alternatives out there that can have a more positive impact on a brand’s equity? Well, the simple answer is that while most celebrity/brand partnerships may give a short term sales boost, they rarely improve long term brand equity. This is because most campaigns, while visually stimulating and brilliant at creating a brand image, fail to create an emotional impact with consumers by incorporating all the senses.
It’s not hard to see why brands are attracted to celebrity endorsement. Celebrities bring a much needed human angle, especially to fairly ‘cold’ products like razors or ‘chore’ jobs like shopping which aren’t particularly enjoyable. A brand that got it right here would be Gillette and its partnership with David Beckham. A fairly mundane daily task for millions of men was transformed into an important grooming process associated with the self control, success and precision of a top footballer. And when things do go wrong for the brand, as with Bacardi dropping Vinnie Jones following his drunken behaviour, the incident is quickly forgotten about.
The real problem is that too many brands have a myopic focus on short terms sales and ‘awareness’. With this mindset they are logically driven towards ill conceived celebrity endorsement campaigns. Virgin is a classic example of a brand that hasn’t thought about its brand personality before matching with a celebrity. Virgin Media, previously associated with the subtle Uma Thurman, has now opted for “in your face” (according to Virgin media Chief James Kidd) Ruby Wax. Virgin clearly hasn’t distinguished between its product sales and brand strategy; otherwise it would have matched with celebrities that hold consistent values. Too many celebrity campaigns contribute nothing to brand equity and are short term gimmicks – the result is consumers become confused about the brand proposition and emotionally detached.
What about appealing directly to senses such as taste, touch and smell? This would have a direct emotional impact on consumers because these senses bypass the rational part of our brain. The fact is that 83% of current marketing expenditure is focussed on the eyes alone, despite the fact that 45% of consumers say smell is the most important sense they use when judging a brand (according to research carried out by Millward Brown, the market research agency). Brand personality can be expressed in so many ways – through the smell of a fragrance, the feel of a Coca-Cola bottle or the taste of a quality wine. Yet so many brands limit themselves to a TV advert with David Beckham or Jennifer Lopez.
So how have brands integrated touch, taste and smell into their campaigns? Well, lets take a well known brand: Coca-Cola. The strength of the brand was always based on its ‘smashability’ i.e.: if you broke the product/logo could you still recognise the product. With its distinctive contoured glass shaped bottle it was easy to recognise a Coke bottle. This was a positive part of the brand which endured over decades, until Coca-Cola decided to replace the glass bottle with aluminium cans. Not only has Coke lost a unique part of its brand, but it has started to associate itself with celebrities on a short term basis. The current celebrity endorsing Coke is Wayne Rooney. You can see the logic (with the build up to Euro 2008). But it’s only a short term association – where, I ask, is the long term brand building and understanding of what most closely touches human emotions?
But what about those instances where celebrity advertising is supposedly credited with resurrecting a brands financial fortune? Take Marks & Spencer’s. Its share price and sales have skyrocketed supposedly as a result of the advertising campaign featuring Twiggy, Myleene Klass and other faces. Yes, its sales did rise during the glitz of this campaign. But commentators forgot that the environment within M&S stores also improved dramatically during this period. The lighting, layout and background music was all transformed to make it much more appealing. The product lines were enhanced and the general atmosphere appealing to all the senses was improved. With this added sensory appeal consumers felt that the message being promoted by the adverts matched reality – a powerful combination.
Sainsbury’s is another brand that has got it right. The Jamie Oliver deal was said to have resulted in an extra £1 billion in sales. Jamie’s involvement undoubtedly had an effect. But what about the sensory side? For example, there was the new ‘Taste the Difference’ range, which utilised packaging that appealed to the sense of touch and had a better taste and smell. And Sainsbury’s sorted out the distribution problems that had plagued the stores for years. Celebrity endorsement can and does work, but unless it is accompanied by practical sensory changes on the ground (in the shops, in the product design etc) it will only have a short term impact.
Some brands can reject celebrity endorsement outright and emerge in a better off position than their rivals. An example of a brand that has got it right is Singapore Airlines. Statistically the airline provides no more legroom than any other carrier. Yet in survey after survey flyers consistently vote Singapore Airlines the best carrier. Could this be in part due to the branded fragrance that has been subtly infused in all its planes? This smell is integrated into the hand towels and sprayed in all the cabins before passengers’ board. The reason is that smell has a direct emotional impact on consumers, bypassing the rational part of the brain, making consumers feel good. A branded fragrance – now isn’t that cheaper than paying a celebrity?
Then there are the brands that can rely entirely on celebrity endorsement without making any changes on the ground. Michael Winners endorsement of Esure is a good example. Winner built brand awareness for an intangible and rather boring (insurance policies) product so the logic was clear. In general what these examples teach us is that celebrities can and do work for brands if certain conditions are met. Of primary importance is that the values of the brand and celebrity match. But it goes deeper than that. Unless brands wake up to the fact that most products have a strong sensory side which is communicated through touch, taste and smell (as opposed to just visual and audio) they will continue to make promises through their celebrities and then under deliver when consumers experience reality. So it is of primary importance that brands establish a strong sensory side, and then consider celebrity endorsements. Overall, what these examples teach us is that matching the correct celebrity with tangible sensory improvements is a powerful combination – one that marketers have ignored for far too long.
By Simon Harrop, BRAND sense agency
Many offline brands have woken up to the importance of marketing activity that appeals to all five senses, rather than just the traditional senses of sight and sound. Research proves that touch and taste has an equally important impact on the purchasing decisions and brand loyalty of consumers. And surprisingly, smell is the most important sense as it has an instant impact straight on the cortex limbic system the part of the brain controlling emotion and memory (cortex is rational thought) and can emotionally affect a person up to 75% more than any other sense.
Brands such as British Airways, Coca Cola and Mercedes Benz are waking up to these discoveries. Today they are thinking more about how their products and marketing activity can reach and satisfy all the senses, rather than just creating the latest clever advertising campaign starring today’s talk of the town celebrity. And more big brands are looking to engineer their product so it appeals to all the senses. In practical terms this means they are focusing on improving the physical touch and feel of their products (Marks and Spenser’s), introducing patented smells (Singapore Airlines) that can be associated with them as a company or utilising food within their marketing (think of the latest and very popular Skoda ‘cake car’ advert.) Sterile TV and print advertising is increasingly replaced by experiential marketing, with consumers actually interacting with the product and human beings. A minor revolution is set to take place. If creating a digital strategy was the key objective of the last decade, then get set to see ‘brand sensing’ dominate the next ten years.
But what can online brands do? Most have no physical environment in which to sell, no taste they can engineer and no associated smell. Most are stuck with the look, and occasionally the sound of their customer interface. Maybe they will just have to sit this particular revolution out?
Well maybe not. The problem that the marketers of online brands have is not so much the lack of opportunities for sensory contact with their customers, but their over emphasis on the digital customer interface. That’s understandable given the massive amount of focus, time, energy and love lavished on integrating the latest technology or introducing the coolest interactive designs but it has been at the expense of other key elements in the purchasing process. The all important actual physical delivery of the product; be it a book, ticket, lawn mower or insurance documents has for too long been a sad secondary consideration, which many e-marketers would actually be happy to dispense with all together if they could! To recall an earlier dotcom phrase, its time for a ‘paradigm shift’ in thinking.
E-marketers are only limited by their imagination. The physical delivery of the product presents an opportunity to appeal to a customers sense of smell, touch, sight, sound and even touch. Yet many online brands will simply settle for a cheaply branded box with which to ‘get the product out.’ E-marketers must think harder, and invest more, in this crucial aspect of the customer experience. Using better quality, quirky and scented packaging would help to deliver a large increase in brand loyalty and demand. Environmental concerns aside, those brands that have introduced the ‘e-ticket’ or printable papers (for example insurance companies) should get back to traditional print and postage.
And why stop at just the delivery of the product. Many online brands have got themselves stuck in a mind set that because they operate online, they should only be marketing online through the like of Google, banners and affinity marketing. In fact the exact opposite is true. Pure online brands need to make an extra special effort to utilize forms of marketing that allow all the senses to be reached and stimulated. Hats off to Lastminute.com for its recent marketing campaign. Rather than just throwing more money at Google, they took a bold step to promote themselves using field marketing by giving away branded mini bottles of sun cream. In an instant they had provided potential customers with a long term promotional device that looks fun, smells nice and feels good.
Online brands should start their marketing planning by thinking about direct mail and experiential marketing. Two routes to market which allow them to reach out to more of the potential consumers senses. All other forms of marketing should be secondary. Couple this approach with an improved brand experience in the physical delivery of the product and they might be able to keep up with their traditional offline brand rivals. Maybe online marketers can be revolutionaries too?
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.
