Effects of the Re-Branding Campaign Strategies on the Image of Nigeria Abroad (2009-2014)


This paper is an assessment of the effects of the Re-branding Campaign launched in 2009 by the Federal Government of Nigeria to “market” Nigeria abroad. Two major objectives were investigated in the study. These include; (i) to assess the effectiveness of the approach adopted by the government of Nigeria for the re-branding project based on the conventional re-branding-a-country procedure for enhanced national development and transformation, (ii) to evaluate the perception of the international community about the image of Nigeria since 2009 when the re-branding project was launched. Survey research design was adopted for the study. The study was carried out among the international community. Altogether, 180 foreigners were selected for the study. Questionnaire was used for data collection. Chronbach’s Alpha method was used for assessing the internal consistency of the questionnaire. Content analysis and one-way ANOVA were used to test the hypotheses formulated for the study. Findings revealed that the approach adopted by government in its re-branding efforts did not match the conventional re-branding-a-country procedure and that there was no significant difference in the way the international community perceived Nigeria and its people before and after the campaign. The study concluded that, re-branding Nigeria campaign did not achieve the aim for which it was set for as a result of the approach adopted in its execution. It was therefore recommended that government should strive to address those burning issues otherwise, the re-branding project would remain an illusion and a sheer waste of resources.

Author Information
Ejionueme Ngozi, Enugu State University of Science and Technology, Nigeria
Nebo Gerald, Enugu State University of Science and Technology, Nigeria

Paper Information
Conference: EBMC2015
Stream: Business Administration and Business Economics

This paper is part of the EBMC2015 Conference Proceedings (View)
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Posted by James Alexander Gordon