Coraz więcej krajów uświadamia sobie, że budowanie marki to nie tylko logo i hasło promocyjne ale o wiele, wiele więcej. Minister ds. Informacji Nigerii uważa, że należy zacząć od etycznej rewolucji przywódców kraju. Jeśli dadzą oni dobry przykład, ich zwolennicy łatwo pójdą w ich ślady. To się dopiero nazywa re-branding! Więcej w artykule poniżej:
Re-branding Nigeria should go beyond sloganeering
The current hype on re-branding Nigeria project may not achieve the desired result unless, there is a radical change to purposeful leadership by the leaders.
A mass communication expert and Public Relations cum Advertising consultant, Sulaimon Osho gave the verdict in his assessment of the on-going effort at lifting the country image.
He noted that the present approach of the Minister of Information, Professor Dora Akunyili to the re-branding Nigeria project is predicated on sloganeering, and has failed to address the core-issues that would serve as impetus that could galvanize the followers toward positive and exemplary conduct.
Osho who is a member of many professional bodies such as Nigeria Union of Journalists (NUJ); the Nigerian Institute of Public Relations (NIPR); Advertising Practitioners Council of Nigeria (APCON); Nigeria Institute of Management (NIM) and many more spoke to Daily Sun in Abeokuta, Ogun state capital. This erudite scholar is also an author and among his numerous books are: Political Public Relations and National Stability (1999), Advertising and Public Relations Law (2001), Public Relations and Development (2003), Public Relations Copy and Media (2008), Public Relations Policy, Planning and Strategy (2008) and others.
According to Osho, re-branding Nigeria goes beyond the present approach of Minister of Information, Professor Akunyili to the concept. The superficial launching of the logo and slogan, making pronouncements in the media are not enough.
“Re-branding of Nigeria must start with the ethical revolution of our leaders not superficial launching of logo and slogan, and making pronouncements in the media. If the leaders lead by good example, the followers will easily follow in their footsteps. You cannot use the same strategy and tactics used for re-branding a product like Milo, MTN, and GLO for a country”, he said.
To him, there must be total behavioral change. There must be purposefulness and determination to turn the country around for good by our leaders.
The communication guru also spoke on several burning issues such as national development, leadership, politics and why the step adopted by the federal government to re-brand Nigeria will fail if the abnormality in the campaign is not corrected
Nigeria as a Brand
No doubt, Nigeria is a brand any day, anytime. Nigeria as country is a brand and re-branding is a different branding, a brand is a corporate entity, product, services or an institution.
Re-branding is the re-packing of a brand to promote the brand, the promotion of the brand is what will be called branding.
Nigeria is a brand under the concept of branding. Nigeria is a marketable commodity because it has geographical location, people and a government. It is a sovereign state, it has all the qualities it takes to be called a brand. Nigeria can be presented for people to come and visit, trade and many more. Nigeria has a product to sell. It has a collection of people in it and marketable people for that matter, therefore, it has human and material resources that are marketable.
Re-branding Nigeria
It is necessary to re-brand Nigeria because the country has a bad image among the comity of nations in the world, but it is just the approach, strategy and tactics being used by the federal government that is wrong.
Nigeria is regarded as the giant of Africa in terms of population, human resources and natural resources , when you put all these together, you will know that Nigeria is a country that needs to be re-branded because when you look at the image of the country, you will realize that something is wrong.
If you travel out of the country regularly , you will know what it means once they see you as a Nigerian outside the country. They do all sort of things to you to search you because of their past experience in the hand of Nigerians. Even in the country, despite the huge amount of resources the country is blessed with, Nigeria is still proverty stricken, a country that sells about 3million barrels of oil daily in the world market is still ranked second to the last among the poorest nations in the world .
Nigeria lacks natural resources it produced itself , no social amenities for citizens, educational system is something you cannot be proud of , health sector is down, brain drain syndrome has taken over the country, so many professionals have left the country for Europe ,Asia, America, even some little African countries which are not up to Nigeria .
The situation of our political setting is not even helping the matter, the kind of democracy we practice is something that is shocking. look at the rate at which election petition is increasing from 1999 till date. The last election conducted by the Independent National Electoral Commission (INEC) in the country was adjudged as fraudulent, full of malpratices yet INEC still goes ahead to declare the “selection “ not election as free and fair.
The true picture of the last election is what we are seeing now which is the reversal of INEC declaration. In a situation where a Governor has ruled for several months and election tribunal now throws him out for taking short cut to get to office , is it not free and fair according to INEC ? A state where election tribunal declared that there should be re-election to determine who really won the election and INEC had earlier declared that election in that state is perfect , is it not perfect? All these are giving us a bad image in the international community. Foreign observers who monitored the election in the country said the last election was fraudulent, bad, full of manipulation but the only thing INEC can say is that the election was free and fair , when we heard about all that happened through out the whole country during the election.
Apart from that, look at our economy, we have many refineries, many terminals, yet none is functioning properly, we export the whole crude oil out of the country in order to get the finished product. Iran which is not up to Nigeria has about seven functioning oil processing companies and they only export the finished product, they don’ t export all their crude oil in order to get finished product but the story is not the same here. They said we have NNPC and there are people working there. What are they doing ?, even look at where the oil is being got, it has beeen negelected for long. No education for them , no good water , poor health care and many adnormality.
By LUKMAN OLABIYI
Source: www.sunnewsonline.com
Re-branding Nigeria should go beyond sloganeering
The current hype on re-branding Nigeria project may not achieve the desired result unless, there is a radical change to purposeful leadership by the leaders.
A mass communication expert and Public Relations cum Advertising consultant, Sulaimon Osho gave the verdict in his assessment of the on-going effort at lifting the country image.
He noted that the present approach of the Minister of Information, Professor Dora Akunyili to the re-branding Nigeria project is predicated on sloganeering, and has failed to address the core-issues that would serve as impetus that could galvanize the followers toward positive and exemplary conduct.
Osho who is a member of many professional bodies such as Nigeria Union of Journalists (NUJ); the Nigerian Institute of Public Relations (NIPR); Advertising Practitioners Council of Nigeria (APCON); Nigeria Institute of Management (NIM) and many more spoke to Daily Sun in Abeokuta, Ogun state capital. This erudite scholar is also an author and among his numerous books are: Political Public Relations and National Stability (1999), Advertising and Public Relations Law (2001), Public Relations and Development (2003), Public Relations Copy and Media (2008), Public Relations Policy, Planning and Strategy (2008) and others.
According to Osho, re-branding Nigeria goes beyond the present approach of Minister of Information, Professor Akunyili to the concept. The superficial launching of the logo and slogan, making pronouncements in the media are not enough.
“Re-branding of Nigeria must start with the ethical revolution of our leaders not superficial launching of logo and slogan, and making pronouncements in the media. If the leaders lead by good example, the followers will easily follow in their footsteps. You cannot use the same strategy and tactics used for re-branding a product like Milo, MTN, and GLO for a country”, he said.
To him, there must be total behavioral change. There must be purposefulness and determination to turn the country around for good by our leaders.
The communication guru also spoke on several burning issues such as national development, leadership, politics and why the step adopted by the federal government to re-brand Nigeria will fail if the abnormality in the campaign is not corrected
Nigeria as a Brand
No doubt, Nigeria is a brand any day, anytime. Nigeria as country is a brand and re-branding is a different branding, a brand is a corporate entity, product, services or an institution.
Re-branding is the re-packing of a brand to promote the brand, the promotion of the brand is what will be called branding.
Nigeria is a brand under the concept of branding. Nigeria is a marketable commodity because it has geographical location, people and a government. It is a sovereign state, it has all the qualities it takes to be called a brand. Nigeria can be presented for people to come and visit, trade and many more. Nigeria has a product to sell. It has a collection of people in it and marketable people for that matter, therefore, it has human and material resources that are marketable.
Re-branding Nigeria
It is necessary to re-brand Nigeria because the country has a bad image among the comity of nations in the world, but it is just the approach, strategy and tactics being used by the federal government that is wrong.
Nigeria is regarded as the giant of Africa in terms of population, human resources and natural resources , when you put all these together, you will know that Nigeria is a country that needs to be re-branded because when you look at the image of the country, you will realize that something is wrong.
If you travel out of the country regularly , you will know what it means once they see you as a Nigerian outside the country. They do all sort of things to you to search you because of their past experience in the hand of Nigerians. Even in the country, despite the huge amount of resources the country is blessed with, Nigeria is still proverty stricken, a country that sells about 3million barrels of oil daily in the world market is still ranked second to the last among the poorest nations in the world .
Nigeria lacks natural resources it produced itself , no social amenities for citizens, educational system is something you cannot be proud of , health sector is down, brain drain syndrome has taken over the country, so many professionals have left the country for Europe ,Asia, America, even some little African countries which are not up to Nigeria .
The situation of our political setting is not even helping the matter, the kind of democracy we practice is something that is shocking. look at the rate at which election petition is increasing from 1999 till date. The last election conducted by the Independent National Electoral Commission (INEC) in the country was adjudged as fraudulent, full of malpratices yet INEC still goes ahead to declare the “selection “ not election as free and fair.
The true picture of the last election is what we are seeing now which is the reversal of INEC declaration. In a situation where a Governor has ruled for several months and election tribunal now throws him out for taking short cut to get to office , is it not free and fair according to INEC ? A state where election tribunal declared that there should be re-election to determine who really won the election and INEC had earlier declared that election in that state is perfect , is it not perfect? All these are giving us a bad image in the international community. Foreign observers who monitored the election in the country said the last election was fraudulent, bad, full of manipulation but the only thing INEC can say is that the election was free and fair , when we heard about all that happened through out the whole country during the election.
Apart from that, look at our economy, we have many refineries, many terminals, yet none is functioning properly, we export the whole crude oil out of the country in order to get the finished product. Iran which is not up to Nigeria has about seven functioning oil processing companies and they only export the finished product, they don’ t export all their crude oil in order to get finished product but the story is not the same here. They said we have NNPC and there are people working there. What are they doing ?, even look at where the oil is being got, it has beeen negelected for long. No education for them , no good water , poor health care and many adnormality.
By LUKMAN OLABIYI
Source: www.sunnewsonline.com
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