Victoria I. Shimweefeleni
Often, when the term “brand” or “branding” is mentioned, it is mistakenly narrowed down to a specific attribute like a logo, name, design, or even a social media post, packaging, or signage.
Although the term brand encompasses numerous definitions, in essence, a brand serves to communicate a unique narrative to customers or target market, foster trust, shape perceptions, and cultivate relationships with them. This makes branding imperative, as it elevates the offering, presenting an opportunity to differentiate it apart from its rivals.
Let’s talk nation branding
Just as products and services can be branded, so too can countries. In today’s globalised economy, a strong and positive nation branding can offer a pivotal competitive advantage. Nation branding is how a country or place positions and promotes itself as a place for people to visit, invest in, and build a good reputation. Nation branding is often mistaken for nation marketing. However, nation branding focuses on shaping perceptions and building a country’s reputation, while nation marketing is centered on generating demand through transactions and lead generation.
The notion of a nation branding is essentially a concept designed to portray a unified image and message of a country to both domestic and international audiences. Admittedly, nation branding is not simply coming up with a visual identity, tagline or campaign.
Why countries need nation branding
Nation branding has emerged as both a concept and a practice that has captured government attention and requires financial investment in both developed and emerging economies. Yet, the importance of nation branding has become a polarizing issue. While it’s undeniably necessary, it is also an expensive exercise that demands significant resources and support from various stakeholders, including government institutions, businesses, civil society, and citizens.
Although nation branding efforts can often seem intangible, as they focus on shaping perceptions, they are fundamentally about championing messages that positively position the country on the global stage. It is subsequently important to note that like other countries, Namibia is aggressively competing for a share of voice in a crowded global marketplace for trade, inward investment, skills, exports and tourism.
Nation branding is about shaping perceptions
Simon Anholt, who is considered the father of nation branding alluded that “the only remaining superpower is international public opinion”. This underscores why nation branding is fundamentally about influencing perceptions. To begin developing a nation brand, it is essential to first determine the nation’s current perception and assess its initial position. According to research, nation brands with strong international perceptions generate strong performance across investment, trade, talent, and tourism attraction.
Namibia is commonly known for being among the safest nations in Africa, its beautiful deserts, quality diamonds, and its diverse tapestry of landscapes, cultures, and wildlife. Concurrently, apart from its socioeconomic challenges, Namibia is often described as ”Africa’s best-kept secret.” While this phrase may spark curiosity, it is unlikely to significantly boost tourism or attract foreign direct investment, both critical for driving economic growth because, at its core, a ”secret” implies something that is hidden or not intended to be widely known. It is therefore crucial to debunk narratives that won’t positively contribute to the country’s positive perceptions.
The importance of nation branding for Namibia
While gaining importance over the last decade, nation branding remains a relatively new concept in Namibia, currently in its early stages of development. However, it is worth noting that increased competition prevails among nations. Hence, there is a crucial and urgent need for Namibia to jump on this bandwagon by crafting the right image and reputation for the country. Namibia needs to establish a national identity that not only strategically sets it apart from other potential investors and destinations, but also doing it in a pertinent and compelling manner.
What other nation brands are doing
When we think of Japan, high-tech products come to mind; for Germany, it’s automobiles; for Saudi Arabia, oil. In Taiwan, they discovered that promoting festivals is the best strategy for the country to develop its nation brand. The United States of America is synonymous with the ”American Dream,” the United Arab Emirates, notably Dubai, is renowned for its luxury.
Our neighbor, South Africa, has positioned itself as ”the gateway to Africa,” differentiating itself as a diverse nation with one of the continent’s leading economies, world-class infrastructure, financial markets, breathtaking tourist destinations, and a high quality of life.
On the other hand, if you ask someone about Egypt, they will probably imagine a pyramid, a vacation and the sea. While countries like Rwanda are working hard to establish themselves as Africa’s tech hub and Egypt as the continent’s historical and civilization capital, it is equally important for Namibia to develop and implement nation branding strategies to build a compelling brand reputation and enhance its global competitiveness. In its 2024 Nation Brands report, BrandFinance ranked Namibia as the 143rd most valuable global nation brand out of 192 countries. The United States, China, Germany, Japan, and the United Kingdom secured the top five spots globally. Within Africa, Egypt was ranked as the most valuable nation brand, positioned at 41st overall, followed closely by Nigeria and South Africa respectively.
In the same breath, Brand Africa, a respected pan-African authority that researches, ranks, and identifies the most admired brands by African consumers, recently released their 2024 report through their Brand Africa 100: Africa’s Best Brands comprehensive survey. The results ranked South Africa, Nigeria, Kenya, Morocco, Tanzania, Rwanda, Ghana, Uganda, Ivory Coast, and Egypt as the Top 10 most admired African countries, with Namibia notably absent. This highlights the significant work Namibia must do to strengthen its nation brand and elevate its standing among its peers.
How can Namibia develop a strong nation brand to enhance its global competitiveness?
A strong nation brand will significantly enhance Namibia’s global standing. As a result, this can attract foreign investment by showcasing the country as a stable and lucrative destination for business opportunities. Moreover, it can boost tourism by highlighting the country’s unique attractions and experiences, drawing visitors from around the world. A well-crafted nation brand will also strengthen its’ international relationships by presenting the country as a reputable and attractive partner in global affairs, fostering stronger diplomatic and economic ties.
Mining, manufacturing and services (including tourism) are currently Namibia’s largest economic contributors. The recent discoveries in oil & gas, along with opportunities in clean energy—especially in green hydrogen hold significant potential to become Namibia’s leading economic frontiers, positioning the country as a prominent investment hub in Africa. To capitalise on this opportunity, Namibia must develop and deliver strategic key messaging to effectively attract investors.
Additionally, to build a strong nation brand, Namibia needs to develop and articulate a unified and coherent identity and nation brand strategy. A powerful nation brand can serve as a catalyst for Namibia’s transformation. By crafting a compelling narrative, Namibia can unlock substantial benefits, including economic growth, increased foreign direct investment, tourism attraction, strengthened diplomatic relations, and enhanced social cohesion, national pride, and patriotism.
Developing a nation brand demands a collective country-wide effort and is not a single event but rather a continuous process that cannot be undertaken in isolation; it requires a long-term perspective and ensuring alignment among all stakeholders. Therefore, actively managing the country’s image and reputation, both internationally and domestically is needed to avoid brand value erosion. By strategically investing in nation branding, Namibia can unlock its full potential and become globally competitive.
Victoria I. Shimweefeleni is a Brand Researcher and Strategist and a nation branding scholar currently pursuing her Master’s in Strategic Brand Leadership at IIE Vega. She is based in South Africa and can be reached at vshimweefeleni@gmail.com or via LinkedIn.
