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AN EVALUATIVE ANALYSIS OF MEDIA

COVERAGE OF THE RE-BRANDING

NIGERIA CAMPAIGNS

ONYEBUCHI, CHIMA ALEXANDER

PG/MA/08/48675

BEING A RESEARCH PROJECT FOR A MASTER OF ARTS

DEGREE OF THE DEPARTMENT OF MASS COMMUNICATION,

FACULTY OF ARTS, UNIVERSITY OF NIGERIA, NSUKKA

APRIL 2010

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TITLE PAGE

AN EVALUATIVE ANALYSIS OF MEDIA

COVERAGE OF THE RE-BRANDING

NIGERIA CAMPAIGNS

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CERTIFICATION

This Project Report, written by Onyebuchi, Chima Alexander with Reg. No.

PG/MA/08/48675 is certified as having met the requirements of the Department of

Mass Communication and the School of Postgraduate Studies, University of

Nigeria, Nsukka for the Award of a Master of Arts Degree in Mass

Communication.

------------------------------- ----------------------------

DR RAY UDEAJAH DR CHURCH AKPAN (Project Supervisor) (Head of Department) Date:------------------------ Date:------------------------

---------------------------------- External Examiner

Date:----------------------

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DEDICATION

This work is dedicated to my Heavenly Father who is the author and finisher of

my faith and to my Beloved Father (Late Onyebuchi, Simeon Casablanca) whose

love and support was unfathomable. In a special way also, this work is dedicated

to my Lovely Mother (Mrs Eugenia Onyebuchi) whose heavy influence was

responsible for the manifestation of this work.

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ACKNOWLEDGEMENTS

I will forever remain most grateful to the Almighty God for making this

work a success. I am heavily indebted to my entire family members for their

tremendous support and love during the course of this programme. I am equally

indebted to Rev. Fr. Obayi, Martin Obinna whose presence in my studies will

never be forgotten in a hurry.

My profound appreciation goes to my supervisor Dr. Ray Udeajah and my

head of department Dr. C.S. Akpan, for their unrelenting assistance and guidance.

I equally want to thank my lecturers: Mr. Anorue L. I., Mr. Nnanyelugo Okoro,

Miss Ohaja Edith, Mr. Nnaji and Mr Greg Ezea who were instrumental to my

achieving this feat.

I hereby extend my appreciation to Dr. Charity Lebeanya, Mrs. Nkiru

Asadu, Cynthia Ezimora, Obayi Juliet, Ifeoma Nnamani and all my well wishers

for their immense contribution towards making this work a success.

I will never forget my room-mates, Michael Ibeagbazi, Ayo Abimbola and

Austin Eneche, who endured all my shortcomings and gave me the moral support I

needed for this academic assignment.

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ABSTRACT

The image of a country can make or mar it. This is the main reason why leaders of

many countries aim at maintaining a favourable image in their interactions with

global community. There are, however, countries that have suffered negative

image within the comity of nations and this has affected them greatly. Nigeria

appears to have a tremendous bad image both within and outside the shores of the

country, hence, the need for the re-branding of the nation. With the flag-off of re-

branding Nigeria campaign in February 2009, the media were perceived as

veritable instruments for actualising the re-branding Nigeria campaign. How

effective the media have been in implementing the project is yet to be understood.

Therefore, the essence of this research work is to ascertain the extent to which the

media have been able to cover the re-branding Nigeria campaign. Using contents

analysis, the researcher was able to analyse three national dailies namely: This

Day, the Daily Sun and the Guardian newspapers. A sample of 216 newspapers

was randomly selected for analysis. The results revealed that re-branding

Nigerian campaigns tended to suffer gross under-reporting in the hands of the

print media outfit studied. On the basis of the findings, appropriate

recommendations were made to ensure adequate highlight and coverage of re-

branding campaigns and consequently win support and participation of the

citizenry.

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TABLE OF CONTENTS

Title Page = = = = i Certification = = = = ii Dedication = = = = iii Acknowledgements = = = = iv Abstract = = = = v Table of Contents = = = = vi List of tables = = = = viii

CHAPTER ONE: INTRODUCTION

1.1 Background of Study: = = = = 1 1.2 Statement of Problem = = = = 6 1.3 Purpose of Study = = = = 7 1.4 Significance of Study = = = = 7 1.5 Research Questions = = = = 8 1.6 Theoretical Framework = = = 8

1.6.1 Functionalist Theory = = = 8 1.6.2 Agenda-Setting Theory = = = 10

1.7 Scope and Limitation of Study = = = 12 1.8 Definition of Terms = = = = 12

CHAPTER TWO: LITERATURE REVIEW

2.1 Concepts of Brand, Branding and Re-branding = = 15 2.1.1 Definition of Brand and Branding = = 15 2.1.2 Re-branding Defined = = 16 2.1.3 Product Re-branding = = 17 2.1.4 Corporate Re-branding = = 17 2.1.5 Country Branding Defined = = 18 2.1.6 How to Brand a Country = = 20 2.1.7 The Process of Re-Branding = = 21

2.2 The Re-branding Nigeria Campaign = = 22 2.2.1 The Need for Re-branding Nigeria = = 22 2.2.2 The Problems with Re-branding Nigeria = = 27 2.2.3 The Journalist Angle to Re-branding Nigeria Campaign = 30 2.2.4 Strategies for Re-branding Nigeria Campaign = 32 2.2.5 Media Coverage of Re-branding Nigeria Campaign = 35 2.2.6 The Mass Media and Brand Building = = 37

CHAPTER THREE: METHODOLOGY

3.1 Research Design = = = = 40 3.2 Research Population = = = = 40 3.3 Sample Size = = = = 40 3.4 Sampling Techniques = = = 41 3.5 Instrument for Data Collection = = = 42 3.6 Validation and Reliability of Research Instrument = = 43 3.7 Method of Analysis and Presentation of Data = = 43

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CHAPTER FOUR: PRESENTATION AND ANALYSIS OF DATA

4.1 Research Question 1 = = = 45 4.2 Research Question 2 = = = 48 4.3 Research Question 3 = = = 49 4.4 Research Question 4 = = = 53 4.5 Discussion of Findings = = = 54 CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary = = = 56 5.2 Conclusion = = = 56 5.3 Recommendations = = = 57

References = = = 59 Appendix I = = = 64

Appendix II = = = 69 Appendix III = = = 70 Appendix IV = = = 74 Appendix V = = = 80 Appendix VI = = = 83 Appendix VII = = = 85 Appendix VIII = = = 89

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LIST OF TABLES

Table 1: Frequency of occurrence = = = 45

Table 2: Space and Length of Contents on Re-branding = 46

Table 3: Illustration on the Contents = = = 47

Table 4: Degree of Prominence = = = 48

Table 5: Tone of Presentation = = = 49

Table 6: Direction of the Contents = = = 50

Table 7: Source of Contents = = = 51

Table 8: Areas Discussed by the Contents = = 52

Table 9: Success Rate = = = 53

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CHAPTER ONE

INTRODUCTION

1.1 Background of Study

Reputation is what predisposes parties to consider the possibility of

engaging in a mutual relationship. It conditions perception towards acceptability in

any socioeconomic interaction. It becomes the bases for assessing individuals and

corporate entities in order to determine their rating before reasonable members of

the human society.

It becomes vital, therefore, that each country acquires a reputable image

projection, in other to attract goodwill that can boost her relationship with others

and promote national development (Owuamalam, 2005, p. 6). It is the quest for

countries to promote good image that led to the coinage of the concept country

branding.

Reviewing the concept of country branding, Nworah (2005, p. 2) avers that;

Country branding is the process whereby a country actively seeks to create a unique and competitive identity for itself, with the aim of positioning the country internally and internationally as a good destination for trade, tourism and investment.

In this regard, countries such as Wales, Spain, Colombia, Ireland and the

host of others too numerous to mention, have excelled in attracting foreign direct

investments and tourists from various regions to their countries as a result of

carefully managed country branding programmes. In Africa, countries have

launched image campaigns aimed at brightening the prospect of their country at

the global level. Prominent among these countries are South Africa and their

“proudly South African” programme, and Uganda and their “gifted by nature”

campaign.

Frost (2004, p. 8) sums up the tenet of country’s image as it affects investor

and tourist when he notes that:

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There’s no arguing that the image we have of another

country says a lot about how we view it as a tourist

destination, a place to invest or a source of consumer

goods

The above statement illustrates the weight attached to image as it affects a

country. Therefore good image is the hallmark of a country’s favour or goodwill at

the international market. That is why many countries make conscious effort to

improve their corporate image in order to advance globally. It is the need for this

good image that brought about country branding as illustrated by Nworah earlier

in this section.

Though the term national branding is not that common with countries of the

world, its tenets have come to stay. Therefore, countries must make effort to

appreciate this new aspect of national development as the risk of not doing so can

only be imagined than experienced. Olins (1999) as quoted by Nworah (2005, p.

1) warns countries of the risks of ignoring nation branding and predicts that

country branding will become normal practice in the coming decades, adding that

the lack of interest and belief in country branding by some skeptics is only as a

result of snobbery, ignorance and semantics.

Arguing a case for the application of branding principles in the marketing

of countries, Peter Van Ham as cited in Ferguson (2001) notes that;

A state just like a company requires a strong brand. To rise above the chattered political landscape, a state must be able to define and promote its vision… No state must be anonymous. The goal rather is to have a brand that makes winning friends and influences easy…. Building a compelling brand with deep, multi faceted attributes requires commitment. It will require politicians and bureaucrats to understand how identity is developed, promoted and maintained.

Nigeria, no doubt, needs the much talked about branding in order to promote

her image and win favourable reputation.

As a brand name, Nigeria has its own attributes which make her unique in the

face of the world. The country is located at the trigger end of African map and she

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is known as the most populous black nation in the world. Nigeria is an oil rich

African country with an estimated population of over 140 million people and the

6th largest oil producer in the world.

Despite these enviable attributes, Nigeria’s reputation as one of the most

corrupt nations in the world, coupled with other socio-political issues has greatly

affected its global image and has directly impacted on its attractiveness as a

potential investment and tourist destination. According to the 2004 Transparency

International Corruption Perceptions Index, Nigeria still ranks as the third most

corrupt country in the world in a survey of 146 countries, coming only ahead of

Haiti (the second most corrupt country)

According to Peter Eigen, the Chairman of Transparency International,

“corruption robs countries of their potentials… corruption in large–scale daunting

obstacle to sustainable development, and result in a major loss of public funds

needed for education, health care and poverty alleviation, both in developed and

developing countries” (Nworah, 2006, p. 4).

Eigen’s opinion may account for the country’s ugly state as the number of

people at the craving end is still on the high side. Most worrisome amidst this

situation is the attitude of the political fathers and leaders in the country. The case

of money laundry is common with the political class. Thereby affecting the pace

of growth and development in the country As if this situation is not pathetic

enough, the actions of some citizens are nothing to write home about. Some

Nigerian citizens are fraudsters, otherwise known locally as 419 people; a code

used to represent the section of Nigeria’s constitution which deals with Advance

Fee Fraud (AFF).

The new wave scammers comprising young boys and girls (mainly

university students) are called “Yahoo boys and girls”, as a result of their

information technology (IT) dexterity and their penchant of perpetrating the scams

using the internet, constantly sending unsolicited scam e-mails using Yahoo and

other free e-mail websites to targets all over the world, promising them spurious

and ludicrous financial deals (Nworah, 2006, p. 4).

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Other brand attribute destroyers as identified in Nigeria include bribery and

corruption, unemployment, poor infrastructure, poor work ethics, inadequate

funding of the educational and health sectors, poorly regulated capital and

financial market, poor planning, poor maintenance culture, over dependency on oil

for federal income and revenue and the host of other social misdemeanours.

Such were the attributes attached to the brand name – Nigeria. Therefore,

there is the need for the re-branding of the country.

Hedbery (2001, p. 340) captures the essence of re-branding when he says:

Some large companies sometimes overhaul or completely

replace their images and re-launch themselves as fresh

corporate brands, so too have many cities sought to

establish completely new brand identities.

This assertion was strongly supported by West (1997, p. 11) when he observed as

follows:

Almost every major post-industrial town or city in Britain has attempted to reinvent or reposition itself by adopting marketing techniques lifted straight from the brand managers hand book. If it is done effectively, urban re-branding will attract investors and visitors, appeal to government officials, engender civic pride and conspicuously distinguish a place form competing location.

Country re-branding exercises might be implemented to revive a pre-existing

but outdated place image in order to make it more relevant to a target market or in

recognition of the occurrence of fundamental alterations in the character of an

area, or to communicate to potential stakeholders a change in the activities

undertaken within the region (Hedberg, 2001, p. 36)

Crucially, country or place re-branding affords opportunities for

disassociating a locality from past failures or social or other problems (Lewis,

2000, p. 25). This is the case with Nigeria, which seeks to re-brand her image at

the international level through the re-branding Nigeria campaigns. The re-

branding campaign is a reaction to the statement made in 2004 by the United

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Nations Conference on Trade and Development (UNCTAD), at a public forum in

Lagos, which concluded that Nigeria’s poor external image was denying it much

needed foreign investment to accelerate economic growth (Nworah, 2006, p. 5).

In retrospect, Obasanjo’s government, in July, 2004 launched an image

project for the country which it called the Nigeria image project at the time, the

project was renamed in 2005 by the new Minister of Information and National

Orientation, Mr. Frank Nweke, and was then called the Heart of Africa (HOA)

project. Planned as an information and orientation campaign, the HOA project

received an initial government contribution of 600 million naira (about $ 3

million), with the expectation that the private sector would also contribute towards

the project as part of their corporate social responsibility. The Minister of

Information at the time of the launching, Chief Chukwuemeka Chikelu, said the

project would be informational and would involve both the media, advertising and

public relations practitioners.

Despite all actions put in place to promote the Heart of African (HOA)

campaign, most people perceived it as another government white elephant project

(Nworah, 2006, p. 12), conceived as a conduit for siphoning public funds and so

had continued to create dissent and cynicism amongst the citizens. It collapsed

under its own weight.

However, on Tuesday, March 17th 2009 at the International Conference

Center, Abuja, Nigeria unveiled a new logo and slogan for its national re-branding

campaign, which the Information and Communications Minister, Professor (Mrs.)

Dora Akunyili, affirm signals the march towards national re-birth. The slogan

selected is ‘Good People, Great Nation’, while the logo is simply the word -

‘Nigeria’ but creatively interpreted. It is normally written as “Nigeria! Good

people, Great Nation. Akunyili promised that her ministry would publish twice

yearly a statement of account of the re-branding project.

With this development, it is expected that Nigerians will begin to reject the

negative labels and adjectives used to describe and qualify both the country and

her citizens by the western media and even be Nigerians themselves, and strive to

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do good, to think of the nation first and stand tall amongst other citizens of the

world. As the slogan suggest, Nigeria is a great nation of good people.

For the sake of this research work, analysis shall be restricted to the re-

branding Nigeria campaigns as piloted by Akunyili, under the platform “Nigeria!

Good People, Great Nation”.

The campaign seeks to x-ray the sources of misconception and to provide

appropriate information capable of influencing opinion change and attitudinal

response to the “refurbished” image of the country. It also seeks to enhance the

country’s credibility among the comity of nations.

The media play a vital role in the development of a nation: they help in

moulding a positive image for countries so as to make them acceptable both

internally and internationally. In Nigeria, the press right from time immemorial

has struggled to lived up to expectations. Alom (2008, p. 528) observes that

“when issues crop up, the press carry out the surveillance of its immediate

environment and then pass on the information regarding the situation on ground to

the society.” In line with this understanding, the media are expected to play a vital

role in the dissemination of re-branding Nigeria campaigns. However, critics are

of the opinion that the media have not done enough in this regard.

1.2 Statement of Problem

Re-branding has always been associated with products. However, when the

concept is applied to a country, it becomes difficult to comprehend because if a

product is bad, the management can decide to kill it, reproduce an improved

version or repackage it. But if a country is bad or has a bad image, the citizens

cannot be killed or reproduced. Even when a good re-branding programme has

been adopted by a country, the task of selling the idea to the people becomes a

different ball game entirely.

The Re-branding Nigeria campaign was greeted with indifference when it

was launched in February 2009. Many had different reasons to reject it; some said

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it was untimely, while others were of the view that the country had more serious

problems to address definitely not re-branding.

In all this, the media were supposed to play an active role in the

programme. Yet, the campaign encountered high class criticisms. As the campaign

progressed, people differ in their assessment of the performance of the media in

realising its objectives. In this circumstance, it would be helpful to empirically

answer the question: what kind of coverage is accorded the re-branding Nigeria

campaign by the media?

1.3 Purpose of the Study

The purpose of this study includes;

i. To examine the depth of media coverage of re-branding Nigeria campaign.

ii. To establish the degree of prominence accorded to re-branding Nigeria

campaign in the media.

iii. To examine the media strategies for re-branding Nigeria campaign.

iv. To gauge the success, so far, of Re-branding Nigeria campaign as reflected

in media content.

1.4 Significance of the Study

This work is important because it may help government to discover the

lapses and strengths of its strategies in conducting the re-branding campaign and

the approach to employ in order to bridge the gap between promise and

performance.

This work will also serve as a resource material for researchers who intend

to carryout further studies in this and related areas.

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1.5 Research Questions

Considering the challenges of re-branding Nigeria campaign, the researcher

was inspired to ask the following questions;

i. What is the extent of media coverage of the Re-branding Nigeria campaign?

ii. What degree of prominence is the campaign receiving in media content?

iii. Do the media have specific strategies in their coverage of the Re-branding

campaign?

iv. How successful is the re-branding Nigeria campaign so far as reflected in

media content?

1.6 Theoretical Framework

This research work is anchored on two mass communication theories,

namely, the Functionalist Theory and Agenda-Setting Theory.

1.6.1 Functionalist Theory

This theory was propounded by Merton in his book titled Social Theory and

Social Structure published in 1949. He was motivated by the need to explain

social artefacts like the media. Merton finally derived his perspective on functional

analysis from carefully examining research in anthropology and sociology, (Baran

and Davis, 2006, p. 168). The theory proposes that the society is made up of

subsystems, each contributing to the general continuity of the society. According

to Baran and Davis (2006, p. 168) functionalist theory assumes that:

A society can be usefully viewed as a ‘system in balance’.

That is, the society consists of complex sets of interrelated

activities, each of which supports the others. Every form of

social activity is assumed to play some part in maintaining

the system as a whole.

Supporting the above statement, McQuail (2005, pp. 96-97) avers that:

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Functionalist theory explains social practices and

institutions in terms of the ‘needs’ of the society and of

individuals. Society is viewed as an ongoing system of

linked working parts or subsystems, each making an

essential contribution to continuity and order. The media

can be seen as one of these subsystems.

The theory was widely adopted as a rationale for many mass

communication studies during the 1950s and 1960s. Researcher tried to determine

whether specific media or forms of media content were functional or

dysfunctional. Manifest and latent functions of the media were investigated. What

emerged was that functional analysis could be quite complicated. Various forms of

media content could be functional or dysfunctional for society as a whole for

specific individuals, for various subgroups in the society, or for the culture, (

Baran and Davis, 2006, p. 169).

Despite the criticisms levelled against this theory that the media provide

some dysfunctional contributions to the society, Baran and Davis (2006, p. 170)

were able to confront the criticism when they stated generally that:

Functional theory produces conclusions that largely

legitimise or rationalise the status quo. Researchers and

theorist can easily avoid drawing controversial conclusions

by simply noting that dysfunctions are balanced by

functions.

Speaking on the functions of the media in the society, McQuail (2005, pp. 97-98)

was able to specify five major functions of the media under functionalist theory to

include:

Information (providing information about events and conditions in the society and the world), Correlation (explaining, interpreting and commenting on the meaning of events and information), Continuity (expressing the dominant culture and recognising subcultures and new cultural developments), and Mobilisation (campaign for societal objectives in the sphere of politics, war, economic development, work and sometimes religion).

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This theory is relevant to the study under review because, despite

criticisms, it focuses on the functions of the media to the development of the

society through the presentation from its manifest content. On the other hand, this

study focuses on the analysis of media content with a view to examining the

progress of the campaign on re-branding Nigeria. It is, therefore, obvious that the

theory is suitable for the study under investigation.

1.6.2 Agenda-Setting Theory

Another theory to consider in the development of this work is the Agenda-

Setting Theory.

McQuail (2005, p. 512) notes that “Agenda-Setting Theory was coined by

McCombs and Shaw in 1972, to describe a phenomenon which had long been

noticed and studied in the context of election campaigns’.

This theory stemmed from Lippman’s Public Opinion (1922) with the idea

that the mass media connect “the world outside” and that “the picture is in our

heads”. Later Cohen (1963) suggested that the press tell “its readers what to think

about” and, McCombs and Shaw (1972) provided the empirical evidence that the

mass media structure the public’s perception of the importance of an issue.

McCombs and Shaw (1972) as quoted by Ojobor (2002, p. 21) wrote that

“members of the audience not only learn about public issues through the media,

they also learn how much importance to attach to an issue or topic from the

emphasis the mass media place upon it”. This emphasis, according to Folarin

(1998, p. 68) include:

a) The quantity or frequency of reporting.

b) Prominence given to the report – through headline display, pictures and layout in newspapers, magazines, film, graphics or timing on radio and television.

c) The degree of conflict generated in the report and

d) Cumulative media – specific effects over time.

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The core idea of the theory, according to McQuail (2005, p. 512), is that

“the news media indicate to the public what the main issues of the day are and this

is reflected in what the public perceives as the main issue”. The argument of this

theory is that the media may not tell us what to think but media certainly tell us

what to think about. Explaining this statement, Folarin (1998, p.68) avers that

“agenda-setting theory does not ascribe to the media the power to determine what we

actually think; but it does ascribe to them the power to determine what we are thinking

about”.

This theory has been criticised by critics, who opined that “it is not easy to

prove that the media actually tells the people what to think about, because media

take their priorities from public opinion as well as from politicians (McQuail,

2005, p. 548). The claim of the critics could be sound; however, it is too weak to

displace the view of the proponents of the theory. Hence, the theory has been

adopted here to support the claim that the media can really be a strong vehicle for

mobilising the public toward a particular course.

This theory is relevant to the study under investigation because it focuses

on how the media can, through the level of prominence and importance attached to

issues covered, engineer the people or mobilise them toward a particular

predetermined action. In this case, the media can change the attitude of Nigerians

by making them see reasons why they should change their orientation, attitude and

behaviour, through the level of importance attached to the manifest content of the

media that is directed towards such goal.

1.7 Scope and Limitation of Study

The scope of this study embraces the extent of media coverage of re-

branding Nigeria campaign. It reviews the nature and depth of report given to the

re-branding campaign as well as the prominence accorded to it.

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The re-branding Nigeria campaign is a national affair; therefore the

researcher focused on the national newspapers in the country. However, for the

purpose of this study, the researcher examined the relevant areas necessary for the

success of this work, by focusing mainly on three national newspapers namely;

The Daily Sun, The Guardian and This day Newspapers. The analysis of these

newspapers constitutes the essence of chapter four of this study.

Focusing on these areas, the study ignores other aspects of re-branding that

have no direct bearing with the study under review.

1.8 Definition of Terms

For the sake of clarity, certain terms used in this research work will be

defined according to the context of usage. It is therefore necessary to indicate, for

the purpose of this work, how these terms are used.

Brand: Brand is the tangible and intangible attributes of the product, service or

place comprising the brand name, logo, colour, values, elements, attributes,

customer service levels, price, packaging etc. (Ibru, 2008, p. 10). It can

equally be referred to as the product pr service which can be distinguished

from its competitors. Aas it relates to this work, brands create emotional

connection between the customers, investors, tourists, products, services

and businesses, countries and regions.

Branding: Branding is the strategic process of creating and managing brands. It is

a continuous process rather than a destination due to the changing and

dynamic nature of the market place.

Re-branding: Re-branding is a tactical process where by the new brand is

operationally attached to the product (country). It is an important strategic

matter in which all the processes of the urban development authority

revolve around the construction and development of the new brand. It is a

re-launch of the branding process.

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Place re-branding: Place re-branding, in this work shall be the same with country

or nation re branding, and shall be used interchangeably. It is the process

whereby a country actively seeks to create a unique and competitive

identity for itself, with the aim of positioning the country nationally and

internationally as a good destination for trade, tourism and investment

(Nworah, 2005, p. 2)

Advertising: Advertising is a non-personal communication directed at target

audience through various media in order to present and promote products,

services and ideas. Advertising is the paid form of mass communication

designed to influence people to favour a product in order to induce them to

buy it.

Marketing communication: This can be seen as various communication

techniques such as advertising, personal selling, sales promotion and public

relations/product publicity available to a marketer which are combined to

achieve specific goals.

Marketing: Marketing is the process of planning and executing the conception,

pricing, promotion and distribution of ideas, goods, and services to create

exchanges that satisfy individual and organizational goals. Marketing is a

social symbiosis, whereby some group of people or individuals undertake

research on what others need which they have the capacity to meet.

Strategy: Strategy is the art of directing or securing an advantageous position for

a great task. The most important issue here is the word advantageous

position. It is the thinking that goes on before a fight that goes on before a

fight. In order words, it is the biggest thinking that goes on before

marketing takes place.

Positioning: This is the use of publicity, campaign and/or advertising to gain a

foothold or occupy a place for a product, idea or services in the mind of the

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consumer. It is the act of examining what a product specifically offer to a

particular group of people through a particular kind of image.

Corporate Communication: This can be defined as the integrated approach to al

communication produced by an organization (country), directed at relevant

target groups. Groenewald (1998) defines corporate communication as the

communication on behalf of an organization; managed as one of the

organizational functions by a person(s) carrying the responsibility for the

organization’s communication (quoted in Cillier, 2004, p. 48)

Stakeholders: These are group of individuals that an organization has a

relationship with (Steyn and Puth, 2000, p. 198). The members of each

stakeholder group have their own set of values, needs, desires, wants, goals,

and objectives (Steyn and Puth, 2000, p. 198)

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CHAPTER TWO

LITERATURE REVIEW

In this chapter, the researcher reviews literature relevant to the topic under

study. This review is been done under two broad headings with sub-headings

therein. These headings include:

2.1 Concepts of Brand, Branding and Re-branding

2.2 The Re-Branding Nigeria Campaign

The review of the aforementioned would give a clear picture of the

study under investigation.

2.1 Concepts of Brand, Branding and Re-Branding

2.1.1 Definition of Brand and Branding

According to Nilson (2000) as quoted by Ibru (2008, p. 10), a brand is

really just a symbol with tremendous potential, and that this symbol can be

expressed in many different ways. This is particularly true as such symbols such as

the Nike swoosh, the Mercedes star and the McDonalds' golden arches come to

mind. The brand symbol can also become a distinctive feature from other

competing brands, according to Cowking & Hankinson (1996, p. 26). A brand is

simply a product or service which can be distinguished from its competitors

(Nworah, 2005, p.1). According to Louro and Cunha (2001, p. 851), a brand is a

multidimensional assortment of functional, emotional, relational and strategic

elements that collectively generate a unique set of associations in the public mind.

This set of associations creates a “brand image” for the entity in question, i.e., a

bundle of ideas, feelings and attitudes that people have about the brand that sum

up what it connotes or means in the eyes of the public (Patterson, 1999: 18).

According to John Murphy in Hart & Murphy (1998, p. 7), such distinguishing

aspects and brand features could be tangible and intangible.

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These features, in the aspect of product, either tangible or intangible values

are easily identifiable by the consumers, as they can feel, touch, sample and judge

the product before purchasing, however this becomes a bit difficult with services,

which the consumers can only judge after experiencing or based on their prior

knowledge and information about the service, a decision process which can be

aided by a strong brand identity.

If brands are therefore the tangible and intangible attributes of a product,

service or country comprising the brand names, logo, colour, values, customer

service levels, price, packaging etc, Branding therefore is the continuous and

strategic process involved in the creating and managing of all these associated

brand elements and components (Nworah, 2005, p.2). Supporting this view, Ibru

(2008, p.10) illustrates that branding is the process of creating and managing

brands. Therefore, Branding is the marketing and management process that gives a

product, service, organisation, or personality a unique identity and image such that

it is easily and positively identifiable and distinct from the competitors. Branding

is a continuous process rather than a destination due to the changing and dynamic

nature of the market place (Ibru, 2008, p.10).

2.1.2 Re-Branding Defined

Re-branding is the process by which a product or service developed with

one brand, company or product line affiliation is marketed or distributed with a

different identity. This may involve radical changes to the brand's logo, brand

name, image, marketing strategy, and advertising themes. These changes are

typically aimed at the repositioning of the brand/company, usually in an attempt to

distance itself from certain negative connotations of the previous branding, or to

move the brand up-market (Wikipedia, 2009, p. 1).

Re-branding can be applied to new products, mature products, or even

products still in development, services, corporate organisations, places and even

nations. The process can occur intentionally through a deliberate change in

26

strategy or occur unintentionally from unplanned, emergent situations, such as a

corporate restructuring (Wikipedia, 2009, p. 1).

2.1.3 Product Re-Branding

When products and/or services are marketed separately to several target

markets this is called market segmentation. When part of market segmentation

strategy involves offering significantly different products in each market, this is

called product differentiation. This market segmentation/product differentiation

process can be thought of as a form of re-branding (Wikipedia, 2009, p. 3). What

distinguishes it from other forms of re-branding is that the process does not entail

the elimination of the original brand image.

Following a merger or acquisition, companies usually re-brand newly

acquired products to keep them consistent with an existing product line. For

example, when UBA merged with Standard Trust Bank during the consolidation

exercise, UBA chose to rename Standard Trust Bank to UBA.

Another form of product re-branding is the sale of a product manufactured

by another company under a new name. An original design manufacturer is a

company which manufactures a product which is eventually branded by another

firm for sale. This is often the case with international trade. The manufacturing

can take place in a place with lower operating costs, while being sold under a local

brand name.

2.1.4 Corporate Re-Branding

Re-branding has become something of a fad in the last decade, with some

companies re-branding several times. The re-branding of Celtel to Zain was done

to help the company reposition itself in the market. Other re-brandings, such as the

First-inland Bank’s move to re-brand itself as Fin-Bank, are proof of the eminent

power of re-branding to the image of a company.

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According to Sinclair (1999, p.13), business the world over acknowledges

the value of brands. “Brands, it seems, alongside ownership of copyright and

trademarks, computer software and specialist know-how, are now at the heart of

the intangible value investors place on companies.” As such, companies in the 21st

century may find it necessary to re-look their brand in terms of its relevancy to

consumers and the changing marketplace. Successful re-branding projects can

yield a brand better off than before.

Due to the tremendous impact that renaming and re-branding a company

can have, it is critical to take the client through the process with great sensitivity

and care. The new company identity and brand should also be launched in a subtle

and methodical manner in order to avoid alienating old customers, while aiming to

attract new business prospects (Wikipedia, 2009, p. 1). There is no magic formula,

however, there is a methodical process which involves careful strategy,

memorable visuals and personal interactions, all of which must speak in unison for

a customer to place full trust and invest their emotions in what is on offer.

Marketing develops the awareness and associations in consumer memory

so that customers know (and are constantly reminded) which brands best serve

their needs. Once in a lead position, it is marketing, consistent product or service

quality, sensible pricing and effective distribution that will keep the brand ahead

of the pack and provide value to its owners (Sinclair, 1999, p.15).

2.1.5 Country Branding Defined

Compared to products and services and corporate branding, Nworah, (2005,

p.2) defines country branding as the process whereby a country actively seeks to

create a unique and competitive identity for itself, with the aim of positioning the

country internally and internationally as a good destination for trade, tourism and

investments.

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Countries may be regarded as “products” in the sense that they provide

labour, land, premises and industrial infrastructures to businesses (Stewart, 1996,

p. 10); while offering housing, shopping, leisure and other amenities, and a social

milieu to residents (Barke and Harrop, 1994, p. 45). Branding an area can help

differentiate it from other places and hence greatly facilitate the promotion of its

place product offer. The astute branding of a locality will highlight to outsiders its

meaning in terms of its “core benefits, style and culture” (Louro and Cunha, 2001,

p.860) and (critically) will assist potential stakeholders (such as investors,

residents or tourists) to identify the sources of place products relevant to their

needs (Ryder, 2000, p. 8). Thus, the branding of an area can give it a substantial

competitive edge.

In this regard, countries such as South Africa, Wales, Spain, Colombia, and

Ireland have succeeded in attracting Foreign Direct Investments and tourists to

their countries as a result of carefully managed country branding programmes.

Country branding has become inevitable following the ever-growing

globalization of business investment and the ferocious nature of the competition

among places to attract employing companies, to host major sporting or cultural

events, or to become centres for tourism (Miller, 1997).

The branding of entire cities has been common for many years now (West,

1997, p. 10). The brand imagery involved seeks to reflect a place’s aspirations and

to link the locality as a whole with common attributes, benefits, relationships,

programs and values attached to various products and services offered within the

area (Keller, 1999, p. 8). Each component of the brand image should possess a

rational and/or emotional relevance to a particular constituency and combine with

all the other components to provide a total brand experience (Braune, 2000, p. 10).

West (1997, p. 11) avers that if it is done effectively, country re-branding

will attract investors and visitors, appeal to government officials, engender civic

pride, and conspicuously distinguish a place from competing locations. Place re-

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branding exercises might be implemented to revive a pre-existing but outdated

place image in order to make it more relevant to a target market (Hedberg, 2001,

p. 15), or in recognition of the occurrence of fundamental alterations in the

character of an area, or to communicate to potential stakeholders a change in the

activities undertaken within the region. Crucially, place re-branding affords

opportunities for disassociating a locality from past failures or social or other

problems (Lewis, 2000, p. 32). A place might be repositioned in a better market

sector (Spaeth, 1998, p. 8) the new brand image can be used to convey the

message that a wider and different range of place products are now on offer to

business investors, visitors and tourists.

2.1.6 Branding a Country

From the traditional branding point of view, the brand building process is

best represented by the Brandt and Johnson (1997) Brand Equity model. Brand

Equity builds awareness, familiarity, loyalty, image, personality, preference,

associations and availability. And each of these also builds brand equity.

According to Brandt & Johnson (1997, p. 25) “… brand equity is the

unique set of real and/or perceived distinctions attached to a brand by

customers…” Brand equity lives only in the hearts and minds of customers. There

are also several other models and descriptions of the product or service branding

process, while they may differ in approach, a common thread of understanding

runs through all of them. These include;

1. Experience - Customer Perceptions, Customer Service, Action of Sales &

Delivery people, Brand evolution over years.

2. Quality - Tastes & levels of service, ingredients & raw materials used,

product/service durability, guarantees and warrantees, cutting edge technology.

3. Identity: strong & visible, memorable names, logos & colours, sponsorships,

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packaging, shelf position & display, vehicle displays & branding, company

uniforms.

4. Communication: PR & Advertising, letterheads, internet presence, news

releases and sponsored articles, and other verbal and non-verbal communications.

2.1.7 The Process of Re-Branding

There are various steps in re-branding process. According to Haigh (2000,

p.18) these steps include, name creation and registration, the design of a logo and

associated visual image, market research, internal communications, external public

relations, and advertising. Significantly, re-branding can be seen as either a tactical

issue whereby the new brand is operationally attached to the place product, or as

an important strategic matter in which all the processes of the urban development

authority revolve around the construction and development of the new brand

(Louro and Cunha, 2001, p. 24).

Strategically, re-branding approach involves the development of a shared

vision and control across seemingly unrelated activities, the systemic alteration of

a place’s entire strategic direction in accordance with the needs of the new brand,

and the use of integrated marketing communications (i.e. ensuring that all the

agencies involved in the re-branding process are communicating the same message

[Mazur, 2001, p. 19]). Braune (2000, p. 399) suggested that the achievement of

such objectives would be facilitated by the formation of a “round table” of brand

strategists, analysts and implementers (internal and external) “brought together

from the outset to share understanding and avoid a descent into the “process

mentality””. It is important, Braune noted for the brand creators to be capable of

empathizing with the people they were attempting to reach.

In this re-branding process one cannot ignore the power of integrated

marketing communications (IMC), which numerous studies completed in the

commercial world have commented on its ability to facilitate branding exercises

(DePelsmacker et al., 2001, p. 8). The adoption of IMC implies that, for instance,

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public relations programs are constructed around advertising campaigns and those

hard copy promotional materials have the same “look and feel” as an

organization's website (Owston, 2007, p.9).

Integration has been deemed necessary because of the growing number of

available communications weapons, the increasing fragmentation of markets,

dissatisfaction with traditional forms of advertising, and the need to “leverage

scarce resources” (Stewart, 1996, p. 147). A unified voice helps an organization

consolidate its image and cut through the noise of many hundreds of promotional

messages that continuously beset target audiences. Other benefits allegedly

accruing to IMC include the heavier overall impact of a campaign, better use of

creative ideas, synergy among promotional tools, and lower costs (Owston, 2007,

p. 9).

2.2 The Re-Branding Nigeria Campaigns

2.2.1 The Need for Re-Branding Nigeria

It is obvious that when the concept re-branding Nigeria is raised, people

begin to generate mixed feelings as to which way forward. These feelings were

what promoted Doki (2005, p. 35) to ask: Are we re-branding Nigeria with another

name to substitute the original name or re-branding the socio-economic, political and

constitutional framework upon which Nigeria is founded and defined?

This uncertainty makes it proper to specify the premise form which the re-

branding Nigeria campaign was built.

In 2001 the score card of the President of the Federal Republic of Nigeria

reviews that the diplomatic shuttle of the President changed the nation’s image

from a “parish state” to a trustworthy one. It means that prior to the inception of

civil administration in 1999; most people of the world avoided the country like

plague and treated its citizens as common criminals, without boundaries. This

picture is a smack on Nigeria’s national image, which needs to be urgently

redressed (Owuamalam, 2005, p. 6).

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As a brand name, therefore, Nigeria suffers a reputation disadvantaged in

the mind of the world’s communities. It is worthy of note that reputation

predisposes parties to contemplate mutual relationship. It induces perception

towards acceptability in any socio-economic interaction. It becomes the template

for assessing individuals and corporate entities in order to determine their ratings

before reasonable members of the world. Therefore, goodwill, favour and

understanding enjoyed by reputation. Having suffered a battered image, the

country becomes in dare need of repackaging and representation.

Owuamalam (2005, p. 7) illustrating the sorry state of the nation says that:

The content of some Nigeria mass media paints a gruesome picture of a country perpetually in crises and turmoil. It shows banditry and incivility as norms, which are prevalent in the country. Ethnic Chauvinism and political rascality are elevated as desirable attitudes in a world of decent people. It is probably the antithesis of national reports and indeed, the provision of offensive detail in some Nigeria mass media that repel International interest in anything Nigerian.

Therefore, base on the quotation above, the country becomes in dare need

of re-branding in order to have favourable image. The media must be at the

forefront of this. Owuamalam (2005, p. 7) captures this scenario when he avers

that “ethical re-orientation of national information managers is urgently required

to identify the boundaries of national interest and avoid bravado journalism”.

On the other hand, the rising trend of globalisation and the breaking down

of international barriers of trade, competition for consumers and inward

investments, also known as Foreign Direct Investments (FDI) are getting more

intense amongst the countries of the world. Brymer (2003, p.1) writes that:

Countries will compete daily with neighbours or block regions for tourism, inward investment and export sale. There's only so much business that can go around. Those countries that start with an unknown or poor reputation will be limited or marginalized. They can not easily boost their commercial success.

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Brymer's remarks ring true particularly in the developing countries,

especially Nigeria, the self styled giant of Africa, with an estimated population of

over 140 million people and also a privileged position as the 6th largest producer

and exporter of crude oil in the world. Such large abundance of human and

material resources in the country have been variously described as a curse by

certain commentators, their reason being that the proceeds from the sales of the

natural resources only sponsors the corrupt and lavish lifestyles of successive

regimes in the country, these regimes have consistently failed to invest such

proceeds back into the country, and have also failed to improve existing social

systems and infrastructures, factors necessary to attract foreign investors.

Also in 2004, the United Nations Conference on Trade and Development

(UNCTAD) at a public forum in Lagos Nigeria concluded that Nigeria's poor

external image is denying it much needed foreign investment (FDI) to accelerate

its economic growth. According to the UNCTAD (2004), FDI flow to Nigeria was

1.2 billion dollars in 2003 and 1.3 billion in 2002.

Nigeria is also bogged down by its image as one of the most corrupt nations

in the world. The 2004 Transparency International Corruption Perceptions Index,

Nigeria still ranks as the 3rd most corrupt country in the world in a survey of 146

countries, coming only ahead of Haiti (the most corrupt country) and Bangladesh

(the 2nd most corrupt country). Nigeria's current position is only a slight

improvement from its previous positions as the 2nd most corrupt and the most

corrupt country in the world in 2003 and 2002 respectively, (Nworah, 2005, p. 2).

According to Peter Eigen, the Chairman of Transparency International,

…Corruption robs countries of their potentials… Corruption in large-scale public projects is a daunting obstacle to sustainable development, and results in a major loss of public funds needed for education, health care and poverty alleviation, both in developed and developing countries.

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Nigeria's other problems have also been identified as bribery and

corruption, unemployment, poor infrastructural development, over dependence in

the oil sector for federal income and revenue, poor work ethics, increasing citizens

dissatisfaction and disaffection with the government, political structures and

politicians, corporate and large scale organisational irresponsibility, inadequate

funding of the educational, health and other key sectors, neglect of the agricultural

and other non-oil productive/manufacturing sectors, continued manufacture of

poor quality, fake and substandard goods and services, 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.

It is therefore as a result of the realization of the negative effects of these

issues on Nigeria as a potential investment country that made the government of

Nigeria to launch the Nigeria Image Project in July 2004. Nigeria's former

Minister of Information, Chief Chukwuemeka Chikelu described the project as

both informational and orientational in nature, involving both the media,

advertising and public relations practitioners.

Not only Nigeria, other countries of the world have also realised the

importance of country branding. Mark Leonard of Demos, in the book Britain TM

(1997) writes on the need for Britain to re-brand itself, according to him, “…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.”

In a related remark, Olins (1999, p. 20) avers that:

…countries which have thought most about branding issues have been those, like Britain, with some kind of traditional

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position, influence and reputation which they seek to change or improve. This analogy best describes countries such as Nigeria and the other developing nations who are still grappling with a myriad of issues, which pose threats to their abilities to attract foreign direct investments (FDI).

There seems therefore to be a growing global trend of the use of traditional

marketing and branding techniques to brand countries. For countries to compete

effectively in the global market, and attract FDI, they may have to employ

branding and marketing techniques.

To conclude this section on the need for re-branding Nigeria, the statement

of Peter Van Ham as cited in Rob Ferguson's article Brand-Name Government in

the October 2001 Knowledge Marketing Watch Newsletter, and quoted by

Nworah (2005, p. 3), shall be employed:

…a state just like a company requires a strong brand. To rise above the cluttered political landscape, a state must be able to define and promote its vision…No state wants to be anonymous. The goal, rather, is to have a brand that makes winning friends and influences easy. Building a compelling brand with deep, multi-faceted attributes requires a long-term, team - oriented commitment. It will require politicians and bureaucrats to understand how identity is developed, promoted, and maintained…

2.2.2 The Problems with Re-Branding Nigeria

However, Brymer (2003) suggests that although the principles of branding

apply equally to countries as they do to products and services, the methods may

differ. According to him:

…creating a branding program for a country demands an integration policy that most countries do not possess - the ability to act and speak in a coordinated and repetitive way about themes …are the most motivating and differentiating stand a country can make.

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His comments succinctly capture the challenges countries face in their

branding efforts. In Nigeria, for instance, there exists a high bureaucratic

government structure, which necessitates large scale duplication of efforts in

several government ministries, agencies and departments connected with the re-

branding Nigeria campaign.

This makes the coordination of the re-branding Nigeria campaign

problematic as several of these government departments all lay claim to being

responsible for one or several aspects of the campaign. There are countless

spokespersons constantly releasing information to the media, such that it becomes

difficult to have a central coordinating point, a strategy or war room of sorts.

Whereas with corporations, Information is better managed by a unit of the

business, also employees can easily be indoctrinated with selling the business'

ideals and image, but this is almost impossible with countries, where reaching a

consensus amongst the millions of its citizens is an impossible task.

Nigeria's case is also made more difficult because of its multi-ethnic

composition, the cultural, language and religious differences make any wholesale

agreement impossible as the citizens still have primordial attachments to their

immediate and core ethnic regions, long years of political and religious bickering

between the 3 major ethnic groups (Yoruba, Hausa and the Igbos) have made

reaching a national consensus in major issues (including the re-branding

campaign) almost impossible (Nworah, 2005, p. 4).

Brymer (2003) has also listed the major steps in the country branding

process:

1. The cooperation and involvement of representatives of governments,

business, the arts, education and the media. This does not yet seem to be

happening in Nigeria's case, because all the relevant stakeholders are still not

singing with one voice.

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2. Determining and carrying out an image perception audit both nationally and

internationally. There wasn't any reported image audit carried out by the Nigerian

government before the launching of the Image project. The government's decisions

had been loosely based on the several negative media reports both locally and

internationally.

3. Consultation with opinion leaders and carrying out of a country SWOT analysis.

Again, the Nigerian government is managing the Image project top down, a large

majority of the country's opinion leaders still have not heard of the project and do

not believe in it.

4. Creating a strategy using known professional models. Most importantly, the re-

branding Nigeria campaign did not apply some of the Everett Rogers' Diffusion of

Innovations principles and models, most importantly the involvement of the

citizens in the project, through carefully crafted communication messages that will

sell the image project first to the citizens, who would then sell the country to the

outside world, this is a huge error on the part of the government because it should

have tried to sell the image project to the millions of Nigerians in the Diaspora

who are in better positions to represent Nigeria in their different countries of

residence.

5. Designing a program to make the strategy tangible through improvement

programs and campaigns. This has to do with featuring prominent individuals in

series of testimonial advertisements in the international media. So far, this has not

yet been done and the effectiveness of such testimonials when finally implemented

is also doubtful.

6. Creating a system to link together the different organisations and departments

that can be part of the brand. This is not the case with the Nigeria as a result of the

problems of coordination highlighted earlier. More so, the campaign is being

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perceived as 'another government white elephant project' and so has continued to

create cynicism amongst the citizens.

7. Letting actions count. Although the Nigerian government has carried out some

political and economic reforms, these may still not be enough to restore the

confidence and faith of both its citizens and the potential investors, as the facts on

the ground still leaves much to be desired.

Olins (1999, p. 21) also proposes a 7 point country-building plan, which

partially agrees with Brymer's classification. They are:

1. Setting up a working party made up of representatives of government, industry, the arts, education and the media.

2. Image perception audit

3. Consultation with opinion leaders

4. Creating a central idea or theme on which the strategy is based.

5. Develop ways of articulating the central idea visually.

6. Synchronising message themes to suit particular audiences.

7. Create a liaison system through the working party to launch and sustain the

programme. As regards the re-branding Nigeria campaign, the launching aspect of

it may appears to have gone on successfully but it is in the sustenance of the

campaign that there appears to be difficulties. There have been speculations that

the project which received a strong boost by government may be discontinued if

there is a regime change in the 2011 elections.

Nworah (2005, p. 5) notes that “the task of re-branding a country in order to

attract foreign investors is never left at the hands of branding and marketing

professionals only. It is also important for the leaders in the country to embark on

public and economic diplomacy.” In this regard, Nigeria's President, Umaru Musa

Yar’Adua appears to be doing very well, although the results of his “rule of law

policy and seven point agenda” is yet to materialise in Nigeria, the president has

39

been widely criticised over his slow pace in revamping the nation, attracting

foreign investors and also re-integrating Nigeria into the global community, after

years in the cold as a pariah caused by the economic policies and the human rights

violations of past military juntas.

Writing to support economic and public diplomacy as practised by the

United States of America, Grant (2002, p. 10) quoting from the United State’s

State Department website defines public diplomacy as …the practice of engaging,

informing and influencing key international audiences in order to advance the

interests and security of the United States.

This definition should also apply to every country of the world that actually

wishes to promote itself to the world for political and economic reasons.

2.2.3 The Journalist Angle to Re-Branding Nigeria Campaigns

There is no gain stressing the obvious that objectivity which is the hallmark

of journalism practice can not be achieved hundred percent. This is because there

is always an element of bias, regional sentiment and selfish interest in the

coverage of events in the country. Therefore, media practitioners are enjoined to

stick to standard journalism practice as embedded in the Universal Ethics and

Responsibilities (Doki, 2005, p. 38), which includes;

� Responsibility to one’s conscience

� Responsibility to one’s country

� Responsibility to the current government of the day

� Responsibility to the target audience and

� Responsibility to humanity.

The point however, is that journalists may not be bias-free, but it is the

imperative of the integrity of the profession that they allow for the free expression

of the other view point in their coverage. In doing this, the journalists is expected

to carry a report on an event or issue the way it will favour the event, the target

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audience and more importantly the general image of the country. This is because

the opinions of most people about the country are product of the nation gotten

from the pages of newspapers and magazine including the radio and TV

programmes.

Another approach to re-branding the nation is by ensuring sanity within the

media environment. This has to do with purging the profession of bad eggs and

amoral behaviour. The key thing should however be a strong focus on the use of

articles, editorials, news and other features of media content to re-direct the

masses to the light at the end of the tunnel rather than the dark in the tunnel. By so

doing, the media through attitudinal change theory would have engineered

development in the individual and the country at large.

The notion registered above was properly captured by Doki (2008, p.39)

when he notes that:

It is only when very journalist and media receives the necessary training and guidelines and observe the principles and ethics of the profession that the media would move forward towards its historic role in our quest for political stability and National development.

The journalist angle to re-branding Nigeria is built on media contribution to

the general revamping of the country’s image. It acknowledges that the freer

political atmosphere in which the press now operates is unlike the era of military

decrees that the press loved to violate and condemn while attacking the

government. Rather it beckons on the press to use the necessary apparatus for

development and nation –building to better the lot of the nation, knowing fully

well that the media is a powerful instrument of re-branding and development.

2.2.4 Strategies for Re-Branding Nigeria Campaigns

The hallmark of re-branding Nigeria campaign is to secure a favourable and

positive position in the mind of the people (citizens, investors, tourists, and comity

of nation). Just like products, Shultz (1980, p. 49) argues that “once that position is

established, the consumer should consider the product any time he needs the type

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of benefit or problem solution the product offers”. Advertisers achieve this by

picking the appeals of an existing product to meet the salient needs of the

prospects. In the same vain, re-branding Nigeria campaign must seek to develop

different strategies that borders on the life of the people and investors alike in

order to win their favourable consideration.

The Re-branding Nigeria campaign must seek to offer certain benefits to

the people, if and only if, it will have required effect in the people’s frame of

mind. Without this effect, re-branding Nigeria will be nothing but a waste of time

and resources. Unless re-branding is used to address the needs or problems of the

target people or prospects, the effort will not be successful. In order to employ re-

branding effectively, we need ask the following questions:

� What position do we want to own? � What country (companies) must be outgunned if we are to

establish that position? � Do we have enough marketing money to occupy and hold

that position? � Do we have the guts to stick with one consistent

positioning concept? � Does our creative approach match our positioning strategy?

(Trout and Ries, 1972, p. 38)

The above six questions can be summarized into one comprehensive query:

what are we offering and how do we want to be perceived? Unless this query is

satisfactorily answered, we might be starting from the wrong premise in our

positioning drive.

The basic starting point for re-branding campaign is a clearly defined

statement. Such statement addresses who the prospects is or are. Such analysis of

who the product is meant for involves seven elements that collectively paint a

complete picture of the target audience. These elements are sometimes called the

positioning elements, which include target market, consumer benefit, product

categorization, use pattern, price or value statement, image statement and appeal

statement.

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Having identified the campaign strategies that are relevant in positioning a

particular brand in the mind of the prospects or people, it becomes necessary to

review the various media strategies that must be employed to send home the brand

to be positioned. This aspect is very important because it boils down to the topic of

research which deals with media coverage of re-branding Nigeria campaign.

The various media strategies at the disposal of advertisers and campaign

personnel’s are properly captured by Mandel (2005, p. 2) as follows:

Bursting strategy: This is useful at the introduction or birth of a new

product in the market. In this media strategy, campaign will be done heavily

during a particular period of the total plan and over half of the budget is spent

during this period after which the campaign gets light and returns to normal. It

gives room for an integrated approach which involves the use of the entire media

outlet available and at the disposal of the campaign team.

This type of strategy is of necessity very important in the re-branding

Nigeria campaign.

Burst-Hiatus flights: This strategy is used to slide down the rate at which

the bursting strategy is done. In this strategy, heavy or concentrated (burst)

campaign is followed by a period of absence (flight) of campaign and their will be

no period of normal campaign.

Flight strategy: In this strategy, advertising work will be distributed

throughout the year. However, periodical burst and hiatus will be included. Again,

this can be a good strategy to employ in re-branding Nigeria campaign.

Pulsing strategy: There will be a period of flighting and hiatus but the

periods will be shorter. For example, campaign will be made for about two/three

weeks or months, followed by low advertising for a short period.

Seasonal strategy: This is useful for marketing seasonal products. This

type of campaign strategy is seasonal oriented and relevant. It takes the nature of

an advert of raincoat during the cold and raining period, cards and chocolate

during valentine and Christmas period.

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Teaser set-up strategy: This is similar to the seasonal strategy; the

difference is that advertising starts at a low rate and as the season picks, slowly

advertising reaches the peak.

Steady Strategy: Under this strategy, the advertiser or campaign team

spends a fixed amount on advertising every month. It is, however, not popular

with the advertisers.

Alternating strategy: As the name suggest, the advertiser advertises

his/her products every alternate month. Here, advertising campaign is carried in a

formula called 1-0-1, meaning that the advert is carried this month, by next month

it will stop totally and continue the next month. It alternate between the months.

From the aforementioned strategies, one can see the various angles to re-

branding Nigeria campaign using the media. Any strategy can be chosen to

achieve the desired objective of the campaign generally.

It is, however, important to note that which ever strategy adopted, the

positioning and media strategies combined are more effective in achieving a

successful result. Therefore, a proper appeal statement can be combined with

bursting strategy to grab the attention of the people and do justice to a particular

space in their mind.

However, the media is and will continue to be an indispensable means of

actualising many re-branding campaigns. Therefore the pilot team for the re-

branding Nigeria campaign should not neglect the media potency in their quest to

deliver result.

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2.2.5 Media Coverage of Re-Branding Nigeria Campaigns

In a fast moving world, facts cannot always speak for themselves; unexplained facts can sometimes actually confuse and deceive. The reader (and listener) needs information but also needs analysis; he needs background events (information) in order to function as an effective citizen. The country needs effective mass media to give coverage to issues bordering on political communication, international relations and current national issues (Adegoke, 2001, p. 93).

When on February 9, 2009, the Minister of Information and

Communication, Professor Dora Nkem Akunyili, flagged off the National Re-

branding Campaign not many Nigerians gave the initiative a chance of survival

(Uwah, 2009, p. 1). But Akunyili insisted that the campaign will fly because the

components are different. According to Akunyili, the solution to the inept

leadership at all levels of the nation’s life lies in attitudinal change. This is obvious

because corruption and greed, twin causes of Nigeria’s underdevelopment are

attitudinal vices.

Uwah (2009, p. 1) notes that “no amount of legislation can effectively

tackle the sleaze if the character and cultural value orientation of the individuals

who run national institutions do not change”

It is on the hills of this that the media become a powerful instrument in re-

branding Nigeria campaign since it has the power to induce attitudinal change and

promote national corporate image, aimed at eliciting favourable goodwill from

members of the public. The media can and should be at the forefront of piloting

the campaign for a better Nigeria. Ifode (2009, p. 2) avers that:

If the campaign . . . were compelling, we would have had fewer problems and possibly developed beyond where we are today. Tribalism and religion are the problems that stop us from probing the corrupt, voting out the ineffective leaders, criticizing the poor performer, appointing the right people for efficiency, punishing the wrong doer, amongst others. They are also the major reason that some Nigerians developed negative attitude towards the nation.

45

Again the media can do justice to the issue of tribalism and religion as it

affects the country. This will entail a comprehensive and continuous writing of

persuasive articles and editorials dissuading the people from tribal and religious

alienation which are detrimental to the general well-being of the nation.

In inducing attitudinal change in citizens which will metamorphose into

change in the society and nation at large, persuasive and factual messages can be

packaged in a continuous manner as to register the effect in the minds of the

people. This process is called bursting strategy in advertising and publicity. It

requires a continuous effort until the message is registered in the sub-conscious of

the people.

As for the re-branding Nigeria campaign, it is the duty of the media to

cover and interpret the essence of the re-branding process on the country. Most

people still register mixed feelings regarding the campaign. They do not pay

attention to the re-branding Nigeria issues not to talk about the new logo and

slogan proposed by Akunyili.

Through positive articles and in-depth report of developmental programmes

and projects, positive message-oriented cartoons, editorials on favourable

government policies and catchy advertorials and publicity, with conscious effort of

the government of the day, Nigeria would indeed be re-branded for good.

At this juncture of re-branding Nigeria campaign, the media is supposed to

know that whatever they say or do may make or mar the image of the country,

which is already at a tight corner. Their action, if negative will be a case of

pushing a man who is about to fall. A good example of this, is observed on the

pages of newspapers but our prime focus is on the cartoon carried by Newswatch,

(2009, p. 9), titled suicide Note. A man who was about to hang himself, wrote a

note captioned; “I am a Nigerian, a good one. Yet, no job, no food, no hope. Let

them re-brand me-oo or else. . .”

46

Reports like this, will further promote the indifference in the minds of most

people about the country. Rather than truncate the effort of the government, the

media can be a good partner in the progress and success story of the nation.

Prior to the 60’s, the media fought vehemently for the actualization of

independence, this later came on a platter of gold. The media can and should

equally channel the same effort for the re-branding Nigeria campaign.

2.2.6 The Mass Media and Brand Building

This issue of mass media and brand building lies on the concept

‘credibility’. Where the media employed has no credibility, the product to be

branded encounters a problem. This is against the backdrop that the media can

serve as a veritable tool for building a brand. This statement is truer when we

consider the opinion of Laura and Al Ries (2002) as cited in Blumenthal (2010,

para 1), in their book titled “The fall of Advertising and the Rise of Public

Relations”. To them, in the course of building a brand, “advertising had indeed

lost credibility while the media still had it. Although, in 2006, one can no longer

be so sure: in an age when video news releases regularly substitute for real news,

as the centre for Media and Democracy reports, people have learned to be

sceptical about the media’s objectivity.

However, the underpinning is that the media still serve as a strong means

by which the public get information. This simply means that the people still

believe in the message of the media and as such, the credibility of the medium

would help boost the acceptability of the branded projected by the media.

The media is constantly pressured to compromise its impartiality. For one

thing, there is a constant need to produce news, sometimes 24 hours a day, 7 days

a week. In addition, they are owned by mega-sized corporate entities that are in the

business primarily to generate profit: the press survives by selling airtime and print

space to advertisers. These two factors together, in addition to any bias internal to

the culture of the media entity itself, leave the media vulnerable to press releases

and other pre-packaged content put together by private agencies hoping to get the

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word out about clients, especially if those clients are willing to underwrite

advertising time and space or government functionaries that are eager to pilot a

particular course for the government.

On the other hand, the media knows that if it compromises in terms of its

trustworthiness, then Ries and Ries’ argument holds: no credibility = no brand.

Blumenthal (2010, para. 5) notes that:

Image can… be generated through an advertising campaign or a corporate document or the look of an organization’s premises… (while) reputation is...built through developing relationships and what an organisation does. It is largely what others say about you. One implication is that the media grows the reputation to protect the brand. Added that, reputation – which can loosely be defined as trustworthiness – is not brand. Brand is image, while reputation is reality. What this means is that everybody knows that brand is fake, or has elements of fakery, while reputation is closer to reality. Therefore, brand is best conveyed by a consistent sales/marketing/advertising “core message”, while reputation is best conveyed by transparency.

In this case, transparency, which is the real job of a media professional

(though he may not be able to express it in practice) means to tell the whole truth

and nothing but the truth about a given situation. Therefore, the media is actually

the antithesis of branding, which is to tell a very partial, even propagandistic,

truth. Really:

Branding is pure selling, aimed at owning a single idea in the audience’s mind. No matter how they are written up in The Wall Street Journal or Fortune, the brands of Nike, Disney, Starbucks and Coca-Cola have little to do with the real world inside their organisations, and much to do with the image they represent to the public. (Blumenthal, 2010, para. 7).

At this point, it is important to note that the only reason for reputation-

building activities is to protect the brand against being damaged by scandal. Thus

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far, we have established that the media do build brand through its advertising and

publicity processes, for branding is an image-building activity, and advertising is

explicitly an image-building technique.

Blumenthal (2010, para. 12) captured the essence of the media’ relationship

with brand building, when he opined that “people enjoy the brand-building

activities that advertisers create. They like a good advertisement or television

commercial, and they enjoy finding out about a product or service that is new and

interesting. What they don’t like is to be tricked, fooled, or enticed to buy

something from a company that is unethical or that doesn’t deliver on its

promises”.

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CHAPTER THREE

METHODOLOGY

3.1 Research Design

The research design for this study is content analysis. This is because

content analysis allows the researcher the ability to review the manifest content of

the media. Content analysis is appropriate to this study because the work itself

focuses on the evaluation of media coverage of re-branding Nigeria campaign.

Describing the effectiveness of content analysis, Nwabueze (2009: 75)

opines that “content analysis is an objective way of determining and quantifying

the existence of certain themes, concepts, characters, sentences, phrases and words

within a text”. Adding that “all aspects of communicative language can be studies

through content analysis”

3.2 Research Population

This research work concerns itself with media coverage of the re-branding

Nigeria campaign. Therefore, three major national newspapers in Nigeria namely;

The Daily Sun, the Guardian and This Day newspapers were studied.

In all, the researcher reviewed these papers for the period of twelve months

(January 2009-December 2009). This made the number of newspapers to be

reviewed per year (in respect to one media outlet) to be 365 newspapers. For the

three national newspapers, the population was 1,095 newspapers.

3.3 Sample Size

The sample size for this research work is 216 newspapers. Using Boll and

Gall (1971) statement as recorded by Uzoagulu (1998: 67) when he suggested that

“for population up to 1,000 use 20 percent; for 5,000 use 10 percent; for up to

10,000 use 5 percent.” The researcher shall use 20% of the general population of

1,095 newspapers. In this case, 20 percent of 1,095 shall be 219.

20/100 × 1095/1 ═ 219

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However, the researcher had discovered that using quota sampling, 219 can

not be distributed evenly to the various months that make up for the period this

work tends to analyse. This is because when 219 are divided by 12 months, the

result will give 6.1 and it is obvious that there can never be 6.1 numbers of

newspapers. Therefore, for the sake of this work and even selection of sample size,

the researcher proposes to use 6 newspapers per month, which will in turn lead to

216 newspapers as shall be observed in sampling techniques.

3.4 Sampling Techniques

The sampling techniques adopted here were stratified sampling and simple

random sampling.

Considering the sample size, the researcher was able to select 6 newspapers

per month for each newspaper outlet. The breakdown is represented below:

1st month per newspaper 6 newspapers

In one year per newspaper 6 newspapers multiply by 12 months 12 x 6 =72

∴72 newspapers for review. In one year for the

Three newspapers: 72 x 3 72x3 = 216

216 newspapers

Total newspapers for review: 216 newspapers

The researcher, at the end of the day, had 216 newspapers to analyze for

this research work.

Secondly, in order to select 6 newspapers per month for each of the three

national dailies, the researcher engaged in a simple random selection of

newspapers with the intention of giving all the newspapers per month the

opportunity of been selected.

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The result is presented as follows;

January - 25, 19, 5, 26, 6, 29

February - 9, 18, 3, 8, 24, 25

March - 5, 1, 29, 24, 19, 4

April - 29, 16, 2, 4, 24, 14

May - 9, 25, 5, 8, 7, 24

June - 9, 6, 29, 30, 18, 4

July - 25, 19, 8, 26, 10, 2

August - 11, 1, 9, 24, 27, 23

September - 25, 29, 24, 4, 9, 20

October - 27, 8, 25, 29, 18, 7

November - 18, 4, 23, 7, 25, 11

December - 13, 14, 23, 19,6,21

The researcher adopted a simple random selection of the 72 newspapers

needed for the sample analysis.

3.5 Instruments for Data collection

The instrument for data collection was by the use of code sheet. The

researcher engaged in the coding of the manifest content of the newspapers

selected in order to arrive at an acceptable and reliable analysis.

For the purpose of this research, coding looked at the following areas;

� News contents

� Feature stories

� Opinion Articles

� Advertorials

� Adverts

� Editorials

� Cartoons

� Respondents Column

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In these areas, questions shall be codifies as follows

� What are the numbers of news, features, articles, cartoons, stories and

respondents on re-branding Nigeria campaign in a given newspaper?

� What level of prominence was given to a particular story?

It shall be simplifies as follows;

� No. of News stories ----------------------

� Level of prominence ---------------------

� Focus of the story -----------------------

� Tune of presentation ------------------- e.t.c

3.6 Validation and Reliability of Research Instrument

In order to test the reliability and validity of the research instrument, the

research codified the manifest content of 10 copies of the Daily Sun and the

Guardian newspapers of various editions. This was used by the researcher to

know whether the result gotten would be inconformity with the purpose of the

research under investigation.

3.7 Method of Analysis and Presentation of Data

The researcher employed simple percentage as the method of data analysis.

Data, however, were converted into figures and presented in tabular format. This

further enhanced the understanding of the data presented.

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CHAPTER FOUR

PRESENTATION AND ANALYSIS OF DATA

This chapter shows the presentation of data after the study of the manifest

content of three national newspapers namely: The Guardian, The Daily Sun and

This Day newspapers. The data was, however, presented in tables and simple

percentages as shall be noted in the tables below.

A. Code Scheme

Editions for Analysis Codes

The Guardian: Jan. 2009 - Dec. 2009 N1

The Daily Sun: Jan. 2009 - Dec. 2009 N2

This Day: Jan. 2009 - Dec. 2009 N3

B. Summary of Outcome

No of News Stories in the sample studied = 19,688

No of Features in the sample studied = 2,180

No of Articles in the sample studied = 1,698

No of Editorials in the sample studied = 216

No of Letters in the sample studied = 378

No of Adverts in the sample studied = 9,579

No of Cartoons in the sample studied = 262

= 34,001

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4.1 Research Question 1

What is the extent of media coverage of the Re-branding Nigeria campaign?

The answer to the question raised above was provided by the analysis of

items number 3, 4 and 5 on the code sheet.

Table 1: Description on the frequency of occurrence of various contents

published on re-branding Nigeria campaigns.

Frequency Total Percentage

Unit of Analysis N1 N2 N3

News 24 20 24 68 0.35

Feature 6 12 18 36 1.65

Articles 15 6 12 33 1.94

Editorial - - - - -

Letter to the editor - 3 12 15 3.97

Advert - 12 18 30 0.31

Cartoon - 9 - 9 3.44

Total 45 62 84 191 -

From the various editions of the newspapers studied, and as shown in table

1, out of the total of 19,688 news stories only 68 news stories were on re-branding

Nigeria, which constitute 0.35 percent of the news contents.

Thirty-six feature stories representing 1.65 percent of the total of 2,180

feature stories are on re-branding Nigeria campaign. As for article writing, 33

articles representing 1.94 percent of 1,698 articles are on re-branding Nigeria.

While letter to the editor has 15 stories on re-branding out of 378 letters which

constitute 3.97 percent, advert is another area which got 30 adverts out of 9,579

adverts, thereby resulting to 0.31 percent. However, 9 cartoons out of 262 focused

on re-branding Nigeria campaign, representing 3.44 percent of the cartoons.

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In other words, it can be observed that re-branding Nigeria campaign was

actually projected mainly by the news contents of newspapers studied, while

feature stories were second in the class of newspaper contents that covered re-

branding Nigeria campaign within January 2009 – December 2009 for the selected

newspapers.

Table 2: Showing the space and length of contents given to the re-

branding Nigeria campaigns.

Unit of Analysis N1 N2 N3 Total Percentage

1-5 inches 18 42 47 107 56.02

6-10 inches 27 20 28 75 39.27

11-15 inches - - 9 9 4.71

16 inches – 1 page - - - - -

Above 1 page - - - - -

Total 45 62 84 191 100

The table above shows that the numbers of re-branding contents that are

within 1-5 inches are 107, which represent 56.02 percent of the given distribution.

Whereas 75 contents representing 39.27 percent cover between 6-10 inches in the

space allocated to them. While 9 contents representing 4.71 percent fall between

11-15 inches on the spaces allocated to them.

From this table it can be observed that majority of the newspaper contents

do not give in-depth report on the issue of re-branding, considering the fact that

out 191 re-branding contents, 107 contents were mainly reported within the space

of 1-5 inches. Only 9 contents cover between 11 – 15 inches.

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Table 3: Showing whether the re-branding Nigerian campaign contents

have illustrations that would help provide more understanding of the essence

of re-branding Nigeria.

Unit of Analysis N1 N2 N3 Total Percentage

Photographs 9 4 10 23 12.04

Line, drawing maps, tables - - - - -

All of the above - - - - -

None of the above 36 51 52 139 72.77

Others - 7 22 29 15.18

Total 45 62 84 191 100

The table above illustrates that 23 photographs which represents 12.04

percent served as illustration to some of the newspaper contents, while 29 contents

of the materials representing 15.18 percent on re-branding have other illustrations

such as adverts. Meanwhile 139 which represent 72.77 percent of the contents do

not have any illustrations at all.

The implication of this table is that much effort was not made by the

reporters to enhance the understanding of the concept of re-branding in the

coverage of the concept under study. This statement is anchored on the fact that

only 23 well defined illustrations were made out of 191 re-branding Nigeria

contents.

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4.2 Research Question 2

What degree of prominence is the campaign receiving in media contents?

The answer to the research question 2 raised above was provided by the

analysis of item number 6 on the code sheet.

Table 4: Examining the degree of prominence accorded the re-branding

Nigeria campaign.

Unit of Analysis N1 N2 N3 Total Percentage

Front page - - - - -

Back page - - - - -

Centre spread - - - - -

Inside page 45 62 84 191 100

Total 45 62 84 191 100

Table 4 shows that all the materials in the study sample were all given the

same level of prominence. This is truer considering the fact that all the 191 re-

branding contents representing 100 percent of the distribution were all placed in

the inside pages of the newspapers studied.

The implication of this outcome is that none of the newspaper publishers

saw re-branding as a concept that should be given adequate prominence and much

seriousness. Hence, none of the contents were seen as meritorious enough to grace

the front page, back page or centre-spread of the various newspapers.

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4.3 Research Question 3

Do the media have specific strategies in the coverage of the Re-branding

campaign?

The answer to research question 3 raised above was provided by the

analysis of items number 7, 8, 9 and 10 on the code sheet.

Table 5: Showing the tone of presentation on materials that deals with the

re-branding Nigeria campaign.

Unit of Analysis N1 N2 N3 Total Percentage

Very Persuasive 15 9 33 57 29.84

Moderately Persuasive 17 38 42 97 50.79

Not Persuasive 9 15 9 33 17.28

Indifferent 4 - - 4 2.09

Total 45 62 84 191 100

Table 5 above indicates that 57 contents of the re-branding Nigeria

campaign are very persuasive and that this figure represents 29.84 percent of the

re-branding contents. On the other hand, 97 contents which represent 50.79

percent of the re-branding Nigeria campaign were moderately persuasive. Thirty-

three contents of the re-branding Nigeria campaign which represents 17.28 percent

are not persuasive while 4 contents constituting 2.09 percent are practically

indecisive.

The implication of this analysis is that they were more stories on re-

branding Nigeria that are moderately persuasive, followed by those that are very

persuasive.

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Table 6: Determining the direction of the contents on re-branding Nigeria

campaign.

Unit of Analysis N1 N2 N3 Total Percentage

Favourable 33 38 63 134 70.16

Unfavourable 6 21 18 45 23.56

Neutral 6 3 3 12 6.28

Indifferent - - - - -

Total 45 62 84 191 100

Indications arriving from the table above show that 134 contents

representing 70.16 percent focused favourable on the re-branding Nigeria

campaign. Meanwhile, 45 contents representing 23.56 percent of the re-branding

contents were basically unfavourably to the re-branding Nigeria campaign.

Whereas, 12 contents representing 6.28 percent of the re-branding Nigeria

campaign were neutral in their presentation.

The off-shoot of this analysis is that they were more materials that were

very favourable to the re-branding Nigeria campaign in the editions studies. This

argument is anchored on the fact that out of 191 contents on re-branding Nigeria

campaign 134 contents of the newspapers were basically in support of the

ideology. However, 23.56 percent which represented 45 contents were against the

concept of re-branding Nigeria campaign.

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Table 7: Showing the source of the contents on re-branding Nigeria

campaigns

Unit of Analysis N1 N2 N3 Total Percentage

Staff with by-line 30 29 39 98 51.31

Staff without by-line 6 6 4 16 8.38

Outside contributors 9 27 41 77 40.31

Media other outlets - - - - -

Foreign media - - - - -

Internet - - - - -

Source not indicated - - - - -

Total 45 62 84 191 100

Table 7 above shows that 98 contents representing 51.31 percent of the

material on re-branding Nigeria were written by staff of the media outlet with their

by-line clearly written on the materials while 16 contents representing 8.38 percent

of the overall contents were written by staff without by-line. However, 77 re-

branding Nigeria contents were written by outside contributors and this figure

represent 40.31 percent of the overall contents.

This implication of this result is that more staff of the media outlet

contributed greatly to the materials available on re-branding Nigeria whether

positive or negative. This was equally followed by the works of outside

contributors who did not cease to express themselves on the issue at hand.

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Table 8: Showing the areas discussed by contents on re-branding Nigeria

campaigns

Unit of Analysis N1 N2 N3 Total Percentage

Government activities 15 29 38 82 42.93

Activities of Government Corporate

Organisation

6 9 13 28 14.66

Activities of non-governmental

organisation

9 15 24 48 25.13

Actions of Individuals 6 3 3 12 6.28

Others 9 6 6 21 10.99

Total 45 62 84 191 100

Eighty-two contents on re-branding Nigeria campaign representing 42-93

percent of the overall contents were on government activities. Whereas, 28 and 48

contents of re-branding Nigeria which represent 14.66 and 25.13 percent

respectively were on activities of government corporate organisations and

activities of non-governmental organisation as the case may be. However, 12 and

21 contents of the re-branding Nigeria campaign which represented 6.28 and 10.99

percent of the overall contents were on actions of individuals and others areas like

adverts.

The fallout of this analysis is that 82 contents of the re-branding campaign

are on the activities of government, followed by 48 contents which duel on the

activities of non-governmental organisations. This means that re-branding Nigeria

campaign focuses more on the actions of the government which may be on a

positive or negative comment as the case may be. Activities of non-governmental

organisations are equally areas where attentions were drawn.

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4.4 Research Question 4

How successful is the re-branding Nigeria campaigns so far as reflected in

media contents?

The answer to research question 4 raised above was provided by the

analysis of item number 11 on the code sheet.

Table 9: Showing the success rate of re-branding Nigeria campaigns by

analysing the number of media contents that are directed to re-branding

Nigeria campaign.

Unit of Analysis N1 N2 N3 Total Percentage

Re-branding Nigeria

Contents

45 62 84 191 0.56

Other Contents 13,343 10,061 10,406 33,810 99.44

Total 13,388 10,123 10,490 34,001 100

Table 9 above shows the number of contents on re-branding Nigeria

campaign which happen to be 191 contents out of 34,001 contents of the editions

of newspapers studied from January 2009 – December 2009. This figure

represents 0.56 percent of the overall contents in the sample studied. Whereas

other contents in the newspapers amounted to 33,810 contents which constitute

99.44 percent of the overall newspapers studied.

The implication of this analysis is that re-branding Nigeria campaign was

grossly under-reported considering the fact that out of 34,001 contents only 191

contents treated issues on re-branding Nigeria campaign. The more worrisome

aspect of this analysis is that re-branding Nigeria campaign did not even constitute

up to 1 percent of the issues reported in the sample study.

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4.5 Discussion of Findings

From the analysis of data presented in this chapter, it is obvious that in

table 1, news contents covered the issue of re-branding Nigeria campaign more

than any other contents in the newspapers studied. The implication of this is that

the materials projected are highly guided by the principles of 5Ws and H, thereby

limiting the level of interpretation that would have been injected into the contents

in order to win or convince people on the need to re-branding Nigeria.

Although, feature stories were the second most popular newspaper contents

that deal with re-branding Nigeria campaign, the percentage of coverage which is

1.65 percent is terribly minimal for any tremendous impact to be created.

Table 2 went ahead to confirm the fears of this work when the data analysis

showed that majority of the newspaper contents did not give adequate coverage to

the re-branding Nigeria campaign. This observation is anchored on the fact that

107 contents out of 191 contents on re-branding were reported within the space of

1-5 inches.

This observation is worrisome because the researcher considers 1 – 5

inches of space in the newspaper as too small for any logical presentation aimed at

convincing people on the need to re-brand their ways vis a vis the country at large.

In table 3, it was observed that most of the stories in re-branding Nigeria

carried no illustration except photograph. Why it is true that picture speaks a

thousand words, these particular pictures were that of the Minister of Information

and Communication Dora Akunyili and few other government functionaries. This

development indicates that not much have been done on the issue of re-branding

Nigeria especially from the print media angle.

Another important observation is that most of the print media houses do not

place much importance on the issue of re-branding Nigeria. This statement

becomes truer when one considers the fact that data analysed in table 4 indicates

that all the contents in re-branding Nigeria are placed in the inside page of the

newspapers. None was placed in the front page, back page or centre-spread of the

newspapers. This shows the degree of prominence placed on the re-branding

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Nigeria campaign. Although, it was also observed in tables 5 and 6 that most of

the stories in re-branding Nigeria are moderately persuasive and favourable to the

course of the re-branding Nigeria campaign, they were mainly covering issues that

relate to government activities and non-governmental organisation in the country

as projected by table 8.

In summation, table 9 made it obvious that re-branding Nigeria campaign

has been grossly under-reported by the print media in the country. This became

more obvious considering the fact that out of 34,001 contents in the sample study,

only 191 contents treated issues on re-branding Nigeria campaign. The implication

of this statement is made clearer when one observes the fact that the 191 contents

did not make up to 1 percent of the issues reported in the sample study. Rather, it

amounted to only 0.56 percent of the overall contents.

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CHAPTER FIVE

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1 Summary

This work was engineered by the need to ascertain the level of media

coverage of the re-branding Nigeria campaign.

The researcher adopted content analysis with coding as an instrument of

data collection. Three national newspapers were however selected using random

selection. They are This Day, The Daily Sun and The Guardian newspapers.

Using simple random sampling, the researcher selected 72 editions of each

of the three newspapers, which all together amounted to 216 editions of the

newspapers studied. The result of the data analysed were presented in tables and

percentages. However, it was discovered from the data analysed that re-branding

Nigeria campaign has been grossly under-reported.

In the course of the study under investigation, the researcher was able to

present the idea of re-branding Nigeria by first and foremost presenting a

definition on country branding by quoting Nworah (2005, p.2), who avers that

“country branding is the process whereby a country actively seeks to create a

unique and competitive identity for itself, with the aim of positioning the country

internally and internationally as a good investment”.

It is on the heels of this that those who projected the idea of country

branding believed that the media could serve as a strong hold for the actualisation

of the campaign. It was from this idea that the study borrowed the wisdom to

situate itself on two mass communication theories known as functionalist theory

and agenda setting theory.

5.2 Conclusion

The researcher finds it difficult to conclude that re-branding Nigeria

campaign via the print media has not been much of a success, even when the red

66

light points towards that direction. This is due to the fact that the researcher among

other things shares the view that the media is a strong force in the mobilisation of

the masses for a given course.

However, for the re-branding Nigeria campaign to be successful, based on

the findings of this work, both the government and the media must work together

for the common good of the nation. This collaboration should be guided by the

fact that if this country gets better; it would be for the greater good of the people

which the government and the media set out to serve.

5.3 Recommendations

Considering the gains of having a country where things are said to be working

for the preliterate and bourgeoisies, the researcher is compelled to recommend as

follows:

� The Nigerian government should show good faith in their effort to return

things to normalcy in this country. This no doubt, would go along way to

encourage the people to imbibe the ideals of re-branding Nigeria as

indicated in the campaigns.

� Government, in the three tiers should equally match words with actions

without any ulterior motive in their dealings with members of the public,

especially in the fight against corruption, marginalisation and so on.

� Government should also call a frequent press conference in order to seek

new ways of partnering with the media to project government policies,

programmes, activities and the style of media report in the country.

� Above all, government should mirror an appropriate political goodwill for

the overall interest of her citizens as against the interest of party or a section

of the country.

� On the other hand, the media practitioners in Nigeria should see the issue of

re-branding Nigeria as a good course that needs their support, given that the

67

government has a positive disposition towards the re-branding Nigeria

campaign.

� The media should contribute their quota in the fight for a better Nigeria by

projecting the ideals of re-branding Nigeria. This is because some of the

problems encountered by majority of the people in this country are off-

shoot of their perception about the country and the world around them.

� The media have to equally redirect the way and manner in which issues are

reported in the country in order not to create a wrong perception in the

minds of the people.

� The media should realise also that in the quest for a better Nigeria, all

hands have to be on deck if meaningful objectives are to be actualised.

Therefore, they should look for a way of partnering with the government of

the day in order to make sure that each day that passes by brings the

country closer to greatness.

� It is equally recommended that both government and the media should

engage in meaningful activities that would bring back the lost glory of the

country.

� On their part, the citizenry should believe that Nigeria is capable of getting

to the greatest of all the heights envied around the world. It is that belief

that would engineer the drive for a greater Nigeria.

� The people equally need to understand that government with the media

alone cannot do anything to change the country. Therefore, they need to

contribute their own quota to the greatness of the country. Briefly, the

recommendation, here, is squarely on government, media and people’s

partnership for the betterment of the country.

� Finally, this work is considered as a spring board research material for all

prospective researchers in this and other related areas of image making.

68

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Hedberg, A (2001). Brand new world. Marketing week, 23/51

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Owuamalam, E. (2005). Re-branding Nigeria: A docudrama approach. Mass

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Umechukwu, P.O. (2004). The role of the mass media in political mobilisation: the case of april 12 and 19, 2003 general elections in Nigeria. Nsukka journal

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PROJECT WORK

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73

APPENDIX I

CODE SHEET CODING SHEET FOR STUDYING NEWSPAPER CONTENTS

1. Name of Newspaper (a) The Guardian ( ) (b) The Daily Sun ( ) (c) This Day ( ) 2. Year of study

(a) January 2009 – December 2009 ( ) 3 RQ1. Area of Interest (Frequency of Occurrence)

Number of News Stories

(per newspaper studied)

Jan Feb Mar

April May June

July Aug Sept Oct Nov Dec

Re-branding Nigeria News

Other News

Total

Number of

Features Stories

(per newspaper

studied)

Jan Feb Mar April May June

July Aug Sept Oct Nov Dec

Re-branding Nigeria Features

Other Features

Total

Number of Opinion

Articles (per

newspaper studied)

Jan Feb Mar

April May June

July Aug Sept Oct Nov Dec

Re-branding Nigeria Opinion Articles

Other Opinion Articles

Total

74

Number of

Editorial (per

newspaper

studied)

Jan Feb Mar

April May June

July Aug Sept Oct Nov Dec

Re-branding Nigeria Editorial

Other Editorial

Total

Number of Letters to the

Editor (per newspaper

studied)

Jan Feb Mar

April May June

July Aug Sept Oct Nov Dec

Re-branding Nigeria Letters to the Editor

Other Letters to the Editor

Total

Number of Adverts

(per newspaper

studied)

Jan Feb Mar

April May June

July Aug Sept Oct Nov Dec

Re-branding Nigeria Adverts

Other Adverts

Total

Number of Cartoons

(per newspaper

studied)

Jan Feb Mar

April May June

July Aug Sept Oct Nov Dec

Re-branding Nigeria Cartoons

Other Cartoons

Total

75

4 RQ1&2. Space or length of Contents on Re-branding

Space or length of

Contents

News Features Opinion Articles

Editorials Letters to the Editor

Advert Cartoon Others

(a) 1 – 5 inches

(b) 6 – 10 inches

(c) 11 – 15 inches

(d) 16 inches – 1 page

(e) Above one page

5 RQ1. Illustration on the Contents of Re-branding

Illustration on the Contents

News Features Opinion Articles

Editorials Letters to the Editor

Advert Cartoon Others

(a) Photographs

(b) Line drawings, maps, tables

(c) All of the above

(d) None of the above

(e) Others

6 RQ2. Placement of Contents on Re-branding

Placement of Contents

News Features Opinion Articles

Editorials Letters to the Editor

Advert Cartoon Others

(a) Front page

(b) Back page

(c) Centre – spread

(d) Inside pages

76

7 RQ3. Tone of Presentation on Re-branding Contents

Tone of Presentation

News Features Opinion Articles

Editorials Letters to the Editor

Advert Cartoon Others

(a) Very Persuasive

(b) Moderately Persuasive

(c) Not Persuasive

(d) Indifferent

8 RQ3. Direction of the Contents of Re-branding

Direction of the Contents

News Features Opinion Articles

Editorials Letters to the Editor

Advert Cartoon Others

(a) Favourable

(b) Unfavourable

(c) Neutral

(d) Indifferent

9 RQ3. Source of Re-branding Contents

Source News Features Opinion Articles

Editorials Letters to the Editor

Advert Cartoon Others

(a) Staff with by-line

(b) Staff without by-line

(c) Outside contributors

(d) Other media outlets

(e) foreign media

(f) Internet

(g) Source not indicated

77

10 RQ3. Subject Matter or Topic on Re-branding

(Area Discussed by the Contents)

Subject Matter or Topic

(Area Discussed by the

Contents)

News Features Opinion Articles

Editorials Letters to the Editor

Advert Cartoon Others

(a) Government activities

(b) Activities of government corporate organisations

(c) Activities of non- governmental organisations

(d) Actions of individuals

(e) Others

11 RQ4. Total number of Materials on Re-branding Nigeria

Total number of Materials on Re-branding Nigeria

The Guardian

The Daily Sun

This Day

Re-branding Nigeria Contents

Other Contents

Total

78

APPENDIX II

Comprehensive Analysis of Analysed Data from Sample Study

Items in

Contents

N3

This Day Newspaper

N1

Guardian Newspaper

N2

Daily Sun Newspaper

Total

Rebranding

Contents

Other

Contents

(T1)

Total

Rebranding

Contents

Other

Contents

(T2)

Total

Rebranding

Contents

Other

Contents

(T3)

Total

T1 T2 T

3

News 24 6,425 6,449 24 6,726 6,750 20 6,469 6,489 19,688

Feature 18 707 725 6 776 782 12 661 6733 2,180

Articles 12 588 600 15 525 540 6 552 558 1,698

Editorial - 72 72 - 72 72 - 72 72 216

Letter 12 168 180 - 84 84 3 111 114 378

Advert 18 2,385 2,403 - 5,061 5,061 12 2,103 2,115 9,579

Cartoon - 61 61 - 99 99 9 93 102 262

Total 84 10,406 10,490 45 13,343 13,388 62 10,061 10,123 34,001

79

APPENDIX III

THE NEED FOR RE-BRANDING NIGERIA: AKUNYILI’S VIEW AND

COUNTER OPINIONS

No one can capture the essence of the re-branding Nigeria campaign more

than the icon that initiated the move in the first place. The passion, the faith, the

goal and the actualisation of the re-branding Nigeria campaign all lies with this

icon. This is no other person than Dora Akunyili. At the inauguration of the

National Re-branding Committee in Sheraton, Abuja, Dora Akunyili, the Minister

of Information and Communication gave a comprehensive breakdown of the

essence of re-branding Nigeria campaign. Akunyili (2009: 1-5) avers as follows:

…Nigeria is long overdue for a new direction. Nigerians are no longer proud to be called

Nigerians because of the failure of both leadership and follower-ship. When the name

Nigeria is mentioned, it immediately conjures a picture of a corrupt and dysfunctional

state, a nation of scams and con men and of potential criminals and a land where

everything goes.

Gradually, as a people we are approaching a point where many feel there will be no

redemption.

I am not one of those that share that view and I can say that the fact that you are all here

today and have agreed to serve on this committee attests to the fact that you do not share

such extreme view of redemption less state and people.

This is why today is important. Because as representatives of various stakeholders you

have the historical opportunity to help shape how we are going to respond to the negative

perception about us. And draw up a plan that will help change the way people think and

talk about us.

When I resumed as the Minister a little over two months ago, I busied my mind with

thoughts on what can be done differently for Nigeria as its chief Image maker.

Thereafter, I arrived at three conclusions.

Firstly, I found that the negative perception about Nigerians was foisted on us by the

international community and it stuck because a few of us gave life to it by our bad

behaviour and more importantly because of the failure of successive political leadership.

Secondly, that Nigeria despite her struggles and not too good reputation must seize the

chance to make a change.

80

Thirdly, that there is something that can be done to make Nigerians believe in themselves

and their country and to deepen their values. I therefore arrived at a conclusion that a

more systematic way of addressing these debilitating issues is through a people oriented

national re-branding campaign.

We must as a people begin to consciously work together to address the character and

attitudinal flaws of the past and thus empower ourselves to tell our story better. The

world would listen. It will take notice, if they find that Nigeria is now a country where the

rule of law is supreme. Where there is less and less corruption, where the people are

orderly and honest in their dealings and where the core values found in every decent

society is practised.

Call it by whatever name, Nigeria undoubtedly needs to re-brand. Nigeria needs to

correct some fundamental behavioural and attitudinal patterns. The country needs a re-

branding that is rooted in the need for us to re-orient ourselves. I am of the conviction

that this country can stem the tide of negative perception about it if we all rededicate

ourselves to those values that once made us a respectable country and people in years

past.

Many have argued that Nigeria has no brand. I am shocked. Like it or not, Nigeria is a

brand. The largest democracy in Africa, the most populous African country definitely is a

brand. Unfortunately, a not so enviable brand. We as a country have a corruption brand

that pervades and reduces us to second class citizens in places and countries where

ordinarily we should hold our heads high. An unruly people brand. The brand of a

country that is directionless exhibiting all the attendant features of a failed state in the

making.

But in spite of this, we can take a bold step to turn things around, hence this re-branding

initiative. This is an initiative, which will borrow heavily from the domestic component

and other few good aspects of the Heart of Africa image project and other previous

government initiatives. This national re-branding exercise will be predicated on the

people.

Here are a few things that we will do differently this time. This project will be home

grown. It is conceived to be a people centred and people branding with an internalized

approach. It will seek the cooperation of Nigerians in government, and in public and

private lives, hence the underpinning philosophy of a Public Private Peoples

Partnership, PPPP approach.

This initiative will also have as a major component of interfacing with all stakeholders at

the national, state and other grassroots levels. There will be a series of mini-stakeholders

fora in about 15-20 locations around the country to discuss the re-branding but it will not

stop there. The awareness generation, the deliberative and participatory dimensions will

continue. I envisage this to be a continuum. A movement. A re-branding project that will

outlive this government.

Another major component is the built in mechanism to ensure that this will not be a

financial jamboree. In the face of the global economic meltdown and previous

81

squandering of funds on similar projects, I commit to the prudent use of resources. We

will spend money but in a most responsible way. We will publish what we pay on the re-

branding project at least twice in a year in Nigerian paper. We will engage only Nigerian

consultants and depend on local inputs because only Nigerians can truly re-brand their

country.

When we begun this journey, a little over five weeks ago in Abuja we knew we where

going to encounter different reactions from Nigerians. Since then, the debate has raged

from the pages of newspapers to the offices and homes. There have been supporters of the

initiative, hardliners and of course mid-liners. We have witnessed a healthy simultaneous

clash of ideas on this very issue.

I am glad to report that I found that we all agreed that this country needs some real

change. A change in character and general orientation. A change in the way we talk

about our country and above all a change in the ways in which we wilfully destroy this

country through our utterances and actions. Yet, many still query, ‘Why Now’? In the

midst of the global economic meltdown, pervasive corruption, unprecedented

unemployment statistics, epileptic power supply, bad roads and lack of a few basic

infrastructures.’ Why Re-Brand Now in the midst of all these’? They queried.

Nigeria cannot wait until it solves all her problems before it can stand to give serious

thought to re-branding its battered image. The credit card scams, the Advance Fee

Frauds, the fake passports and document rackets, the mind bugling corruption at all

levels, the failure to obey laws and the questionable business ethics of Nigerians have

had destructive effects on our image.

Nigerians in and outside the country are quick to say bad things and condemn the

country in uncomplimentary terms. When we run down our country in the eyes of others

we diminish ourselves and the individual Nigerian. We must begin to address these issues

now. Perhaps, one of the greatest assets that we have apart from our names is our

citizenship. Today many of us can take the Nigerian citizenship to the bank. At different

international airports, on the trains, in stores and shopping malls, on the internet and

almost everywhere every Nigerian is a marked person. We are pulled aside for

questioning. We are suspected as potential drug pushers or fraudsters. We are

unfortunately denied the benefit of the doubt.

Countries that are respected around the world today first had to get it right from home

through a combination of responsible leadership and responsible citizenship. For

Nigeria, there can be no short cut to glory. We must do the handwork. This is a

partnership and there is a price to be paid. Benefits that will accrue to the ordinary

Nigerian if re-branding succeeds will be more than that to government.

I am very mindful of the problems that exist and conscious of the fact that Nigerians are

unhappy about the energy crisis, the unemployment level which is a global problem, the

inadequate security, the endemic corruption and failure of leadership at almost all levels

to serve the people. But the government is doing something. We know that all these

aspects also need re-branding. As we re-brand our attitudes and imbibe new values, we

will challenge the government to equally re-brand.

82

The government of President Umar Musa Yar’adua is making every effort to fast track

deliverables and deal with these issues. Ministers have been mandated to perform and

make meaningful contributions to the lives of Nigerians. My ministry on its part will soon

host the monthly Ministerial Press Briefings through which Ministers can give

information about what they are doing in terms of projects that will directly impact these

problem areas positively. The President’s 7-Point agenda mandate is a blueprint for the

renewal of this country if steadfastly executed.

Therefore, tonight I am tempted to say that our task is easy, but I will not, because it is

not going to be. We have to first drill down to find out why the Nigerian name has

become such a liability at home and abroad. Then we have to determine what needs to be

done and how we can internally address these problems. But I am persuaded that in this

assemblage of old and young Nigerians, brilliant and practicable ideas and solutions will

emerge. Unless we shed a bit of our doubts, contribute in our own little ways to making

this country more trustworthy, board the train together for this journey to re-brand our

character, institutions and government as partners, Nigeria will remain a liability to all

of us. But I am confident that as a people we will rise up to this challenge and join the

government of President Umar Musa Yar’adua and the Information Ministry in this

renewed effort to give this country a new ethical bearing and image.

83

APPENDIX IV

STRATEGIES FOR RE-BRANDING NIGERIA: AKUNYILI’S VIEW

Delivering a lecture at the Faculty of Education International Conference,

UNN on MAY 14, 2009, the Honourable Minister of Information and

Communications, Prof. Dora Akunyili while speaking on the need to re-brand

Nigeria, presented strategies for achieving the re-branding Nigeria campaign.

According to her Nigeria must be re-branded and the best strategy is a holistic

approach to it. In her words, Akunyili (2009: 1-6) avers that;

Nation branding is not destination branding or marketing initiatives; it’s not image

makeover, nor an advertising campaign or a marketing strategy; and it’s most

emphatically not just a logo. Rather, all of these things are part and parcel of the totality

of the nation brand; but they aren’t in themselves constitutive. In simple terms, your

brand is what they say about you when you’re not in the room.” -Sayyid Faisal Al Said,

Head, Oman Brand Management Unit…

Like it is often said, ‘Image is everything’ and for Nigeria this resonates loudly and

because of the prevailing debilitating and often crushing negative perception Nigeria

suffers from, this conversation about how to improve our image by projecting Nigeria’s

assets and attributes better is long overdue. Nigerians are perceived to be fraudsters and

criminals and the country seen as one in which nothing works. The negative perception

about Nigeria was foisted on us by the international community and it stuck because a

few of us gave life to it by our bad behaviour and more importantly because of the failure

of successive leadership at all levels. Simon Anholt, UK based “Country Brand” expert

studies people’s perceptions of countries and their economic implications for a living. In

his Nation brand index 2008, Nigeria ranked 49th out of 50 nations measured against

Exports, Governance, Culture, People and Tourism, Immigrations and investments.

Nigeria is clearly at the lowest rung.

In the highly competitive world in which we live, Nigeria will have no choice than to

present a compelling and coherent image to the world if it wants to be taken seriously.

This why the topic you have asked me to talk about today, “RE-BRANDING AND

GLOBALIZATION” is indeed timely, coming at a period when we increasingly live in a

global village and where there is fierce competition for resources, investments and

patronage by all international actors of which Nigeria is one. In the last one decade and

a half, nations have increasingly leveraged on their positive image and reputation to gain

political, economic and social advantages in the global market place. Whether

consciously or unconsciously, managed or not managed, every country has a brand and

overtime through coordinated action at times simulated seeks to ensure that its brand is

competitive. “Nations are already de-factor brands, regularly projecting their assets,

84

attributes and liabilities to a public at large whether intentionally or not”, according to

Sayyid Faisal.

Furthermore, with the wave of democratization and revolution in the communications

sector, countries have become more aware about their image and reputation often

termed-”national brand”. According to the reviewer of the Brand Canada book,

“Whether a country needs to build international coalitions against terrorism, encourage

cooperation to protect the environment, or attract investment and skilled labour,

influencing foreign policy opinion as become as crucial to success as negotiating with

foreign governments.”

Though Africa’s bellwether country, Nigeria unfortunately is not getting its due both at

the continental and international levels. We need a way out of the woods, hence the need

for Re-branding .I am talking about the negative perception about our country which

hurts us badly on the diplomatic front, political front, and business front, and particularly

at a personal level. Nigerians are no longer regarded as candidates for global

citizenship. We are denied the benefit of the doubt wherever we go, in finding jobs,

placements in institutions or securing business contracts. Nigeria as a country is

regarded by many as a joke. The book, “Open Sore of the Continent” by our own Noble

laureate, Prof. Wole Soyinka rings out as an indictment. But this is one side of the

Nigerian story. The side that speaks of corruption in government, internal conflicts, lack

of institutional rationalization, and lack of infrastructure and failure of successive

governments to deliver on the promises made to the Nigerian people.

There is the other side, which deals with a people that have made giant strides in

different fields of endeavour, of a people that have deep rooted cultural values, of a

people who in the face of daunting challenges have refused to give up and can still stand

up to be counted. A country that has held many African countries from imploding through

its peace keeping efforts and diplomatic initiatives. A country that continues to support

the development of many African Countries through the Technical Aids Corp. A country

that survived a civil war and has since held at bay any effort at a similar enterprise. A

country that can brag of some of the very best literary minds in the world from Chinua

Achebe, to Wole Soyinka, Chima Amanda, Cyprian Ekwensi, Zainab Alkali, Helon

Habila, Elechi Amadi, John Pepper Clerk and others. A country with a successful

banking economy and Telecom industry and a vibrant informal sector. A country that has

in a very conscious way faced up to its corrupt ways and moved to set up two agencies to

fight corruption. A country in the vanguard of fighting drug counterfeiting through the

instrumentality of NAFDAC. This is the profile of Nigeria that is hardly projected.

Nigeria can no longer accept to be profiled as a corrupt nation and a country where

nothing works. We must reject the doomsday narrative about our country and the

cynicism that colours our thoughts. It is time to turn the tide and project a more positive

Nigeria. It is time to flip the coin and start to believe in ourselves. It is time for a new

thinking, a re-orientation, attitudinal change and a return to our cultural values. We must

instil a new culture of citizenship and a new spirit of patriotism.

Thus, when I assumed office, we thought of a systematic way to address the negative

perception about Nigeria, hence, the Re-branding project. This is a project that is

85

holistic, home grown, and people centred. It will seek to bring about attitudinal change,

re-orientation, revive our cultural values and to instil a renewed spirit of patriotism and

hope in all Nigerians. Nigerians must believe in themselves and we must begin to tell our

stories by ourselves. According to Evan H. Potter, an acclaimed brand expert in his book

“ Branding Canada’’, said, ‘If a country fails to tell its own story, its image will be

shaped exclusively by the perceptions of others…”

I know there has been a lot of debate over whether Nigeria needs re-branding, branding,

re-positioning, re-orientation or not. Some have even stretched the argument that Nigeria

is not a brand. We have witnessed a simultaneous clash of ideas among Nigerians in the

last few months with regard to re-branding. We have learnt from the constructive aspects

of the debate. It is certain that Nigeria is a brand. A brand that needs to be properly

managed and enunciated before it goes totally bad.

Branding a nation means projecting a unique national identity and in the case of Nigeria,

a unique image reinforced by the nature of the government, the openness of the

immigrations, attractiveness to tourists, the rule of law and security, economic stability,

security, cultural values and a gamut of other determinants. Indeed, Author Evan H.

Potter, in his book, Branding Canada said, “how a nation is seen and heard-how it is

perceived and understood-matters a great deal as we begin a new century in which we

can expect to see an ever-increasing number of state and non-state actors (citizen’

movements, multi-national corporations, even terrorist organizations) exercising their

soft power capabilities to achieve their objectives.”

In the global world in which we now live, nothing defines a nation better than the

perception people have of it alongside the nature and resilience of its economy. In the

case of the later, the verdict on nations in this respect is often brutal, and seldom with no

middle ground. It is either a successful economy that is courted and celebrated, or one

that is struggling, and at the mercies of investors and lending and donor agencies. This is

the reality of our time. Nigeria with its sheer population of over 140 million with an oil

economy offers a big market and some of the highest returns on investments found

anywhere in the world. With its abundant natural and human resources, Nigeria is

waiting to be exploited and developed. It is a country with the potentials to carry Africa

on its shoulders and power on into the future.

Let me quote Sayyid Faisal Al Said, the head of the Oman Brand Management Unit

charged with branding the image of his country “ With the impact of globalization and

the use of “Attraction Economy,” its increasingly important that a country gets its

international image right. Essentially, we are up against every country in the world

competing for consumers’ attention and respect”. Let’s be clear, consumers are attracted

to clear and consistent messages about things they value, from competent governance, to

friendly and hospitable people, to financial transparency and investment opportunities...”

The way we do business and conduct our political life is a clear and simple measure of

our ability to be a relevant and dependable actor in the global market place. If Nigeria

continues to ignore the impact of its national reputation it will deny the country’s

economy and citizens the benefits offered by the global economy. Nigeria is not alone in

this effort at projecting herself and her values positively to the outside world. There are

many other countries that have threaded this path and many more still working on the

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image of their countries. Some of these countries are South Africa, Ghana, Angola, India,

Canada, South Korea, Oman, Australia, Iceland, Serbia, Colombia and others. Thus, just

as we witnessed the end of the cold war and the wave of democratization that swept

through every corner of the world, the notion of Nation branding is now a globally

accepted and practiced one. The concept of nation branding seeks to project in a very

strategic way the sum total of the positives about a country and in essence downplaying

or managing the negatives responsibly. Different nations depending on their history and

circumstances have used Institutions, Sports, Arts and Culture, Businesses, Tourism,

organized Civil Society and Individual brand icons to project a positive image about

their country. South Africa, a nation that has embarked on a major nation branding

project is taking full advantage of its rights to host the next World Cup in 2010 to brand

their country and project the positives her people.

Just like South Africa and our next door neighbour, Ghana, Nigeria can leverage on the

many things that make her great like its huge population size, its abundant natural

resources, great sports men and women, prolific and world respected writers, academics

and scientists and its position as the sixth largest oil producer in the world. We are

convinced that Nigeria can turn the tide of negative perception against her if it employs

the right combination of approaches and strategies and this is why this initiative is

different.

Let me quickly walk you through a capsule detail of the philosophy, goals and objectives

behind this project. The re-branding initiative is conceived as an internal process to

address Nigeria’s negative image. This campaign is a holistic one, home-grown, and

people centred. (PPPP) This is very critical because a good national brand is a product

of responsible citizenship and leadership. Since this Re- branding seeks to internal

attitudinal change, it will be driven by funding from Government, Private sector and

society. We will be counting on a full dose of volunteerism from good spirited Nigerians.

According to the Conference Summary on Branding Global Korea, “A national branding

campaign must be based on real, substantial improvement of the national system, not just

slogans; must have a broader and more comprehensive program; and must be based on

collaboration of the government, private sector, and individual citizens.”

Towards achieving a people centred project and get the buy in of Nigerians we set out by

evolving a competition through which Nigerians submitted their logos and slogans. From

these submissions emerged the new slogan - Good People, Great Nation which was

launched on March 17th 2009 by President Umar Musa Yar’adua, who was ably

represented by the Vice-President, Jonathan Goodluck.

This campaign sees the logo and slogan as drivers. Thus, our hope is that the slogan,

Good People, Great Nation will help to inspire collective action. The primary

responsibility for the success of the Re-branding effort lies with the Nigerian people and

must be regarded as a comprehensive strategy in which citizens and indeed stakeholders

like you imbibe and communicate the new national identity of Nigeria as a Good People,

Great Nation on a continuous basis.

We realized that as a people we have left others to tell our story for too long. In a world

of media dominance made possible by multiple digital communication platforms, Nigeria

must employ effectively the media to communicate her story to the world. To this end,

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Government is equipping Voice of Nigeria (VON), NTA and FRCN to properly tell the

Nigerian story. These organizations also have the mandate of telling the Nigerian story

and countering all negative news on the country often dished out by the global media to

the world. Similarly, Government is collaborating with the private media houses so that

they could help relay the positive story about Nigeria. In this era of globalization,

whatever news or programmes that is published or aired informs how people perceive

any country. It is in appreciation of the power of the media in shaping the perception of

Nigeria that Government urges the media to report Nigeria and its people responsibly!

As part of this Re-branding, we would have a series of town hall meetings that will take

us to all the States in the country and a few Local Government areas to have a

conversation with Nigerians on the Re-branding exercise and discussion about

government activities. This Re-branding will also create a platform for interaction

between Governments at all levels and the citizenry. However, since this is about all of

us, we believe that the governors and commissioners of information in the states will take

over the campaign and ensure it reaches other levels of governance.

For each State we plan to visit, we intend to involve the Minister and Lawmakers from

the state in order to use that platform to share with Nigerians what government is doing

for them and get a feedback. Members of the Senate and House Committees on

information have also agreed to be part of the mini town hall meetings in their various

states.

Ministers will be expected to play a central role in this campaign because it will be

closely linked with the President’s 7-Point agenda of the government led by President

Umar Musa Yar’adua and the achievement of the Vision 20:2020 goals.

We will roll out public service announcements on radio, television and newspapers with

cryptic messages on re-branding. We will put up outdoor bill boards in the capital cities

of every state, the airports, border towns and other strategic locations in Nigeria. We will

set up dynamic websites that will have important and current information about Nigeria

and that will project the key elements of the re-branding project. We will identify and use

brand icons, individuals that have excelled in their professional fields. We will use

institutions like banks and other businesses and institutions that have performed

creditably as models and brands. We will showcase our strengths, build upon our areas

of success and work on those areas in which the country has clearly failed to perform.

We are establishing special partnership with some Ministries for strategic reasons. For

instance, we are working with the Ministry of Education in the area of re-branding clubs

to be established in all secondary schools and tertiary institutions as a platform to

inculcate in them civility and love of country. And equally in the aspect of including

civics in school curriculum beginning from primary schools. Through the Ministry of

Foreign Affairs, with the type of support we have received from Foreign Embassies in

Nigeria in this re-branding campaign, we are encouraged to work more closely with them

so that we can use them to drive our messages to their various countries. In the same

vein, we will partner with Nigerian Embassies abroad to engage over 17 million

Nigerians in the Diaspora. Re-branding is capital intensive. Teemu Moiknen and Seppo

Rainisto, two of the leading brand experts in the world in their book ‘ How to Brand

Nations, Cities and Destinations’ maintained that ‘The most critical part of country

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branding process is guaranteeing sufficient and continuous financing…’ Several

branding experts have argued that apart from funds, time is need. It will take between 3-

4 years conservatively before a nation can start to witness concrete results in its

branding efforts.

For instance, a positive image will attract investment to the country, which will in turn

boost the economy by providing gainful employment to the unemployed. A virile economy

will further open up the economy and help Government generate funds that can be

employed to accelerate the level of development. The multiplier effect of a positive image

is such that almost all the sectors will benefit. Undoubtedly, Nigeria needs to project its

assets and attributes better. I know Nigeria can do it because it is a country set on the

path of greatness and hope. This is a hope tempered with the realization that the path to

greatness is often strewn with challenges, sacrifices, pains, frustrations and many

difficulties. Yes, but we are on that path already.

Nigeria must rise up to the challenge of our time and through a collective resolve start to

think positively, act positively and believe in ourselves and Nigeria. Like other nations,

we must rededicate ourselves and commit our resources to the task of building a true

nation we can all be proud. Since a chain is only as strong as its weakest points, let us

not ignore to do those perceived little things that can make a huge difference. We must all

join in this noble partnership to re-position Nigeria both internally and externally and

empower it to become more respected and a bigger actor in the global world of business

and the international political space of ideas and development. Yes, I believe WE CAN,

but only if we try. And of course, the TIME IS NOW!

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APPENDIX V

ANALYSIS ON RE-BRANDING NIGERIA: DARE’S ANGLE

Having seen the beauty of the re-branding Nigeria campaign, Dare, a

renowned journalist and an optimistic citizen saw the need to concretise the issue

of the re-branding Nigeria campaign by taking on an analysis of the project. To

Dare, the re-branding process is fantastic and must be appreciated by all Nigerians.

He, however, attempted an analysis of the re-branding Nigeria campaign, which he

presented as follows (Dare, 2009: 1-4);

We have a scenario today in which Nigeria is facing an existential threat from corruption

and the insurgence of rapacious government officials who never fail to take what does

not belong to them. The country approaches a state of anomie after squandering several

opportunities at greatness. Anger and fear stalk the land just as millions moan under

grinding poverty. Amidst all these, the few rich and powerful ones dance away in

criminal luxury. The Nigerian state for all intents and purposes has failed its founding

fathers and there is enough blame to go round. But that is not to say we should tarry

playing the blame game and refuse to do something; about our internal attitudes and our

character, about the culture of impunity that stalks the land for which both the leaders

and followers are culprits and above all about our collective image and perception as a

people. This is what Dora and her re-branding is about. There is yet hope for my country.

So, what is making me so optimistic? Simply put, it is the fact that someone whose life has

been threatened by the forces of evil before is putting her life yet again in harm’s way, to

make Nigeria shine. Of course, the problems of Nigeria have been created by the elite's

capture of the economy and the country’s political power structure, which results in the

creation of an exceptionally unjust society where resources are appropriated by a few;

where the masses are denied their basic rights, like basic education and healthcare.

Subsistence opportunities are denied them too, and in many cases they are even robbed

of their dignity by the treatment they get while pursuing their daily bread. Added to all

this injury is the insult that we are a nation of bad people. Besides all these, the elite, in

order to protect their interests, have not just been acquiescent but keen to harm Nigeria

to please their overlords. As a result, the country often ends up with policies that are

deeply unpopular. So re-branding is a sustainable turnaround of the nation that will

entail the people of Nigeria taking their destiny in their own hands. It is a renaissance by

another name.

The first step in any such renaissance has to come from creation of awareness and an

understanding of how the country is governed. This process is why I support Prof.

Akunyili in her new effort to re-brand Nigeria. A lot can be improved in Nigeria. I know

that service delivery in this country needs re-branding. But, the most invaluable service is

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to start by re-branding us, citizens. And this is what seems to be misunderstood. Re-

branding in business phalanx is to improve the packaging of a product which is not doing

well but looks promising. At the moment, Nigeria in all estimation, is not measuring up.

In particular, there is lack of awareness in the way and manner we treat our country and

one another, and the understanding of the well from which all the rights of citizens

derive. It is what Dora’s re-branding is addressing. It is only half about our image

abroad and more about how we look at ourselves here at home. Charity they say begins

at home. It is a return to the starting blocks to go over our liberties before one and all.

Re-branding is meant to deepen our democracy. For starters, re-branding wants us to

know that the constitution is a living document and not a piece of paper, which could be

thrown into the dustbin. Re-branding wants to educate us that democracy is defended not

with tanks and guns but with ideas from people who are willing to stand up and defend

their country. Once awareness has been created the next step is to get people to engage

actively in the affairs of state and issues of governance.

There is an absurd argument being floated by those threatened by Dora that re-branding

is dangerous for the country and a waste of resources. But that is wrong. Having spent a

lifetime in an elite-controlled society these people are aware that re-branding is here to

give to the people what has for long been taken from them. And they are doing everything

within their powers to discredit it. For a long time they have reaped from people’s

passivity and they want to retain the status quo. They are used to having citizens vote

once every four years, then put a masking tape on their mouths and wait till it's time to

vote again! I remember a tribute by Dora herself when she credited the media with

winning our independence and yanking our democracy from under the jackboots of the

military. We have to also guard this movement against our rapacious elite and their

agents.

We need to think for ourselves. We do not have to wait until the situation degenerates

into pitch battles before we know that we are in deep trouble. What re-branding means is

that we need mature democratic institutions and popularly elected governments. Citizens

are supposed to be re-branded to be active participants in issues of national importance,

not remain passive viewers.

Re-branding is designed to get everyone actively engaged in cause based advocacy

through entirely peaceful and constitutional means; to jettison blind support for a person

or a leader or even a political party and fight for a just cause. A cause not linked to any

particular ethnicity or class or special privileges, but for the supremacy of the

constitution, our fundamental rights and the rule of law. This call to citizen activism and

instilling in them the belief that they hold the power to bring about change will probably

be the most enduring legacy of this government. The people of Nigeria would have tasted

victory and will not forget it in a hurry. I have been saying this for a year now, but it's

still worth repeating: Nigeria has changed, and changed forever. The status quo by

which this country has been run will not survive the onslaught re-branding is bringing

home. Right now, there are two challenges being thrown at the status quo. One is from

the overwhelming mass of citizens who want a Nigeria that is just, prosperous, peaceful

and egalitarian, and run according to the constitution of the country where supremacy is

of law, not of persons. The other challenge comes from a small minority with a raging

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vision which is willing to use force. However, do not be misled by the rhetoric of their

message. It is just as much a rebellion against injustice.

They are simply using the paradigm that they can relate to. The best defence against this

threat is the creation of a just society. That is what is required to undercut the very

foundation on which this inhuman system is built. Once Nigerians feel that the system is

designed to protect, and not to exploit them, they will repel any attempt to smear them or

their country either by fraudulent politicians or external aggressors. The traditional

power brokers of Nigeria, and their foolish backers, have a choice to make, once the re-

branding crusade that Dora has started sits well.

They can either voluntarily cede power to the people, or they will be forced to submit to

the violent forces cloaked in a voter. The existing power structure, controlled by a people

in golden parachutes with their stolen wealth and fortified mansions, is too hollow from

the inside to be able to withstand the onslaught of re-branding. It is this beginning of the

journey of citizen engagement and activism that gives me hope. It makes me optimistic

about the future of our country. The people of Nigeria are a talented, hardworking lot

who have the ability to overcome what may seem like insurmountable odds. We are a

good people. And we have a great country. Now that someone seems to remind us to seize

our destiny with our own hands, it is only a question of time before we prevail and lead

Nigeria to a future that all of us will cherish. That is why I think Dora is incredible in her

re-branding process.

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APPENDIX VI

IN RE-BRANDING NIGERIA, THE SOURCE IS THE MESSAGE

For the re-branding campaign to be coming from no other person but

Professor Dora Akunyili means that all the talk about re-branding Nigeria has

come to stay for good. Akunyili is one person that has served this country with

everything she can monster under the umbrella NAFDAC. Having risk her life to

stop fake drugs in the country, re-branding Nigeria will be nothing other than an

extension of her prowess in goal actualisation. Dare (2009: 1-2) captures the

scenario perfectly when he avers that;

…Through the various conversations, strategy sessions and meetings I have had with

Nigeria’s Minister of Information and Communications, Prof. Dora Akunyili, none struck

me as hard as the most recent encounter with her in Lagos. That night, we backed up to

talk about her vision and passion for Nigeria, her current re-branding initiative and her

frustrations about a country so blessed, yet in the throes of death. We diced and dissected

Nigeria’s challenges; we debated the best alternatives available and exit strategies

towards achieving a better Nigeria. We agreed and disagreed. I saw her descend from

the height of optimism that Nigeria will overcome someday, to the depths of despair

because those with the power to make it possible are clueless and ruthless. All through,

the power of her conviction, her depth and grasp of the issues were never in doubt.

Neither was her love for God and country. That encounter and the stories that were told

moved me beyond imaginable limits. I mean, I can honestly say that in my four decades of

consciousness I have never been as afraid and as optimistic about the future of my

country as I am today.

This encounter threw me back in time with recollections of similar lucid conversations

with other equally passionate Nigerians, the likes of Prof. Adebayo Williams, Dr.

Olatunji Dare, General Yakubu Gowon, Dr. Sam Amadi, Abdulrazaq Bello Barkindo,

Bayo Onanuga, Sanya Ojikutu, who love to call Americans “Ajironu” (early thinkers),

Waziri Adio, Ebenezer Obadare, Odia Ofeimum, Ike Okonta, Shehu Sani, Bashir Kurfi,

Simon Kolawole, Dr. Kayode Fayemi, and a few others who like Akunyili love this

country with so much passion and have brilliant ideas about how to fix her.

Unfortunately, members of this tribe are hardly given powerful positions through which

they can engender change. It is such an irony that in a land where we have thousands of

such lucid minds, the not so lucid or untamed buys their way to power and lord it over

us.

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Back to my encounter that night with Akunyili, I know my recount above will sound

strange and maybe even delusional to some of you. Yes, I know our economy has been

hurting for a long time now. I know that many of our leaders have been stealing tons of

our money. I know that many people are unemployed and that many school teachers are

yet to collect their salaries. I know that the failure to solve our power problem remains a

national embarrassment. I know that grinding poverty now gnaws at millions of

Nigerians from Kotangora to the villages of Okitipupa and Abakaliki. Hey, wait a

minute; I also know that many members of our legislature, under our new found

democracy earn more money than university professors. What a country! Yes, I also

know that while our leaders share a huge dose of the blame, we, the citizens have aided

and abated. But whose fault is all this? It is our fault. We, the people. The elite who

manage to stay afloat only as a result of heavy infusion of God’s kindness are the ones

that are pulling all of us down. And they are the ones that Dora put her life down to fight

at NAFDAC just as she is doing now trying to re-brand our attitudes towards them. Yet

they are cajoling us to reject Dora.

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APPENDIX VII

CRITICISM OF RE-BRANDING NIGERIA CAMPAIGN

Although, the whole issue about re-branding Nigeria campaign may sound

wonderful, there are still some people who don’t think that the project is a right

step in the right direction. Chris Ngwodo in his article Nigeria Needs Re-booting

Not Re-branding proved that he is one of those at loggerhead with the project.

Expressing his views on the matter, Ngwodo (2009: 1-5) avers that;

Whether Nigeria is advertised as the “Heart of Africa” or simply a “Good People” and a

“Great Nation” is inconsequential. No amount of creative sloganeering can challenge

the reality that greets visitors and citizens at our airports, the filth on our roads, the

impunity of law enforcement agents, decrepit infrastructure and allied evidence of a

broken system.

Everyday across Nigeria, on at least half a dozen or more occasions, one occurrence

elicits wrathful oaths and unprintable profanities from people of both high and low

breeding. It is that moment when a power outage cuts short work, leisurely activity, a

football game or something as serious as a surgical operation. At such times, whether

with a scream, a groan or a sigh, the word “NEPA!” escapes our lips like an expletive

directed at the air as if invoking some spiritual entity. NEPA is Nigeria’s National

Electric Power Authority, and arguably no organization in the world attracts the same

unanimity of public odium. What is interesting though is that NEPA ceased to exist

several years ago. The organization that has been in charge of our power supply for

years is the Power Holding Company of Nigeria (PHCN).

Not that it matters. For over two decades, power supply in Nigeria has essentially

fluctuated between erratic and non- existent. Consequently, the rebaptism and change in

nomenclature has made no difference.

NEPA’s ineptitude is so seared into the Nigerian consciousness that nothing short of a

revolution in PHCN’s service delivery will redeem its reputation. NEPA is a compelling

example of the staying power of a negative brand and is especially relevant to the

Yar’Adua administration’s current campaign to re-brand Nigeria. With typical Nigerian

superficiality, government spin doctors have reduced national branding to sterile

sloganeering: “Good People; Great Nation.” Professor Dora Akunyili, the minister of

information and the chief apostle of the re-branding campaign has attacked her

assignment with customary gusto. She has been making the rounds on the local and

international media to vociferously argue that all Nigerians aren’t fraudsters and to

condemn the delinquent minority whose vile acts have given the country a bad name.

But in fact her campaign misses the point. The social theorist Marshall McLuhan coined

what we might regard as the cardinal principle of branding when he said: “The medium

is the message.” Professor Akunyili while entirely justified in her vilification of

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fraudsters is mistaken in casting them as the archenemies of the Nigerian brand. The

people whose acts cast the most doubt on her campaign are none other than her fellow

travellers in the current administration. It is the government itself that is doing the most

to discredit the re-branding exercise. President Yar’Adua’s style of leadership, his

government’s failure to move beyond a now esoteric seven-point agenda and urgently

invest in the critical sectors –power, energy and public infrastructure, constitute the most

potent blights on this re-branding campaign.

Add to this the administration’s apparent indebtedness to corrupt politicians, its

disgraceful hounding from office of an anti-corruption czar in violation of his statutory

tenure and the president’s refusal to repudiate the electoral heists perpetrated by his

party, the Peoples Democratic Party. Akunyili may find it easy and convenient to inveigh

against faceless fraudsters but if she is truly interested in tackling the biggest fraudsters

in Nigeria, she needn’t look further than Abuja. Half of our national budget goes towards

maintaining our public officials. Their wage bill last year amounted to 1.3 trillion naira.

A member of the National Assembly earns more than the president of the United States.

At the same time, members of the National Youth Service Corps who are expected to

serve their country often in indecent conditions and in remote locales receive a paltry N9,

775 as monthly allowance. Last year, a proposal to increase the allowance to N20, 000

was shot down in the National Assembly. Meanwhile the national minimum wage is N11,

130. The Nigerian Labour Congress which is campaigning for an increase in the

minimum wage has observed that between 2006 and 2007, workers’ salaries were raised

by 15 percent while those of political office holders were increased by 800 percent.

A more cognitive government would have recognized the connection between high

unemployment and crime. By one estimate, 40 million Nigerians are unemployed. The

fraudsters that Akunyili has had cause to condemn belong predominantly to the

demographic bracket of the ages of 20 to 35 years. This is the bracket that supplies most

of our teeming army of unemployed youths, as well as the militants and brigands that are

often used as cannon fodder by political operatives. Confronted by mass unemployment

and the growing spectre of mass unemployability owing to the collapse of public

education, the government’s most imaginative response has been “Good People; Great

Nation!” The PDP’s only contribution to the debate has been its announced readiness

and intention to rule Nigeria for sixty years.

Let’s be honest. As of now, the Yar’Adua administration has no moral right to preach

probity to Nigerians. It isn’t the acts of a few delinquent fraudsters that impugn the

national brand; it is the piracy of a delinquent political elite and the continuing culture of

impunity, hypocrisy and graft in high places, which in turn feeds graft in the lower

places. None of the high ranking politicians and officials implicated in bribery scandals

involving Siemens and Halliburton has been exposed. The corruption cases brought by

the Economic and Financial Crimes Commission (EFCC) against some governors,

among them the president’s known political associates, have conveniently vaporized. The

EFCC itself has been neutered and is steadily sinking to the same operational efficiency

levels as NEPA. Just this April, a report on Nigeria in The Economist portrayed the stark

reality of Nigerian politics as “back-room deals that ensure that the top job alternates

between the elites of the largely Muslim north and Christian south: a “gentleman’s

agreement” to allow the ungentle manly feasting on the country’s billions of dollars of

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stolen and mismanaged oil resources. Nigeria is still one of the world’s most corrupt

countries.” This perception of Nigeria in the west has nothing to do with 419 and no stale

slogans will alter this perception. That President Yar’Adua and his administration are

supposed to be symbols of the Nigerian brand readily makes this re-branding campaign

an unqualified farce. The medium is the message.

As for Professor Akunyili, we may well be witnessing the self-immolation of one of the

country’s most capable public servants. When she agreed to become one of the public

faces of the Yar’Adua presidential campaign in 2007, many Nigerians excused her

involvement with the PDP as conscription rather than a voluntary inclusion in the party’s

gravy train. By assuming such a high profile in the campaign, she was, it was felt,

lending her public reputation to a presidential campaign of such unhygienic provenance.

(In retrospect, we might surmise that she was simply staking her claim to power in the

nascent presidency). To Nigerians who had fallen in love with Akunyili following her

impressive crusade against fake drugs as the nation’s food and drugs czarina, it was

almost as if she had been abducted by the PDP and forcibly deployed to the frontlines of

their electoral campaign. If this is so, then she may now be a victim of Stockholm

syndrome, the peculiar neurosis that causes abductees to identify and bond emotionally

with their captors and adopt their causes. Little else can explain her acceptance of a brief

that requires her to defend an administration that is indefensible on many counts.

Had she defined herself solely as a minister of information, then perhaps her position,

however much of a disservice to her person it is, would have been tolerable. Akunyili

remains quite popular with many Nigerians. And Nigerians are very forgiving of public

figures that they love and very understanding of their frailties and errors. But her

insistence on the role of the chief apostle – as a medium of a government that really has

no message, strains credulity. This role calls for a dangerous level of self-righteousness

because it involves preaching to the disillusioned on behalf of the irredeemable.

To say that Akunyili is throwing stones from a glass house is an understatement; her very

pulpit is an Aegean stable. At the moment, it doesn’t look as if Akunyili will leave

government with much of her reputation and stock of goodwill intact.

This is the price of yoking her personal brand to a political brand that was always

suspect at best. This brings us right back to the subject of re-branding. No amount of re-

baptisms and changes in nomenclature can transform NEPA’s image in the national

consciousness. Like the Police, the Customs Service and much of Nigerian governance,

what is needed isn’t re-branding but rebooting. Serious exemplary leadership can change

the tone of these organizations and infuse our institutions with a new spirit of excellence

and service. This will happen only when the right balance is struck between rhetoric and

purposeful action. So far, the Yar’Adua administration has simply dished out bankrupt

rhetoric and has demonstrated a pitiable lack of ideas and political will.

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In the final analysis, whether Nigeria is advertised as the “Heart of Africa” or simply a

“Good People” and a “Great Nation” is inconsequential. No amount of creative

sloganeering can challenge the reality that greets visitors and citizens at our airports, the

filth on our roads, the impunity of law enforcement agents, decrepit infrastructure and

allied evidence of a broken system. Given the scale of these challenges, the re-branding

campaign is a criminal waste of funds. Who knows?

Maybe, just maybe, a future administration will find it useful to prosecute those who are

now conspiring to squander much needed resources on a pointless re-branding exercise.

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APPENDIX VIII

RE-BRANDING NIGERIA: START FROM THE BASICS

As if to have the same notion with Chris Ngwodo, Dr. Pamela Rutledge in

her article Re-branding Nigeria in Global Brains opines that the best place to start

in the re-branding campaign is with the economy and not with the placement of

adverts and campaign, which will not last in the minds of the prospective

stakeholders. To her re-branding Nigeria should start from the basics.

In her own words, Rutledge (2009: 1-2) avers that;

...Global perceptions are important in attracting the kinds of things an emerging

economy needs to improve the living standards and opportunities of its people: tourism,

trade, foreign direct investment and foreign financial assistance, or even to meet the UN

recommended Millennium Development Goals. In the words of President Yar Adua, “we

must readily put in place a positive perception of Nigeria.” It has been interesting to

watch the dialogue in the AllAfrica.com news. In a recent article Nigeria: Re-Branding –

Country May Be Worse If Credibility Gap is Created the National Institute of Marketing

of Nigeria (NIMN) president Aimiuwu warned that things may get worse rather than

better if Nigeria doesn’t do the re-branding effort right, noting that credibility is

important, if “a product is not authentic and credible then our acceptability by other

comity of nations will be difficult.” He also pointed out that corruption by Nigeria’s

leaders presented a serious challenge in the selling of Nigeria as a brand. Corruption is

always a challenge to credibility and transparency.

Whether it’s corruption, quality of workforce, infrastructure, tourist venues, or social

stability and safety, credibility is key. Nigeria faces two big challenges: 1) brands are

held in the brains of the tourists and investors, not the promoters, and 2) emerging social

technologies have established new standards and expectations around the globe for

authenticity and transparency.

Nigeria (and any nation) needs a new approach in the current environment. A new

slogan, catchy song, and opulent video footage won’t do the trick in an age where

regular people can talk to regular people without official intervention or institutional

intermediaries. I know, easy for me to say, but Nigeria needs to identify the areas that are

most detrimental to their goals and establish specific intervention strategies. The

intervention strategies must address both the substance of the problem (i.e. improve

something) and then the perception in the market. Holistic re-branding efforts sound fine,

but the economic manifestation of positive perceptions often hinges on a short list of

perceptions. No one can change everything, so it’s good to change the things that matter

most.