Repositioning Nigeria: A marketing perspective

In 2009, Late Professor Dora Akunyili, the then minister of information and communication made efforts to launch a rebranding campaign to put Nigeria in its rightful position in Africa and the world at large, but the whole song about “good people, great nation” appeared like a bad product in a new package. The advertisements, the logo and the slogan of the campaign were everywhere but there was little or no effort to address the negative elements in the DNA of the brand. Perhaps, no one remembered the axiom that no amount of advertisements can sell a bad product twice.

The brand Nigeria is really sick of negative images in all ramifications. Apart from the current Boko Haram insurgency plaguing the country and plundering lives of old and young, there are other hundreds of other poor images battling the country from the strongest citizens to the weakest. Parts of the negative identities are the illicit acts dubbed 419, which is well recognized outside the shore of the country as a Nigerian thing.

Bribery and corruption keeps growing like grasses both in private and public sectors; criminality from religious houses and ritual dens thrives like business; political and ethnic bigotry are fast dividing the youths and the lifesaving doctors and life reforming teachers would not cease to go on strike to press home their demands. Even the Boko Haram plunderers never stop to strike anywhere anytime. These and many issued have earned the most populous country in Africa its noisome image.

For so many years and so many reasons, the “gi-ant of Africa” continues to go under as the image and international impression of the country remain meaningless to the citizens; unattractive to investors and unsellable to the world. However, to say all hope is lost is to sound like a defeatist.  So Nigeria’s image can still be rectified and launched to the world as a vibrant, working and successful economic heart of Africa.

President Goodluck Jonathan

Nigeria is a brand, a brand is a promise and a strong brand is a promise delivered. Every country stands for something. Every serious country has a meaningful image to sell to the world. When the ongoing world cup host country is mentioned such image as soccer, beaches and carnival flash through our minds. The France capital, Paris is celebrated as the world capital of Romance and presently, the United Arab Emirate is fast becoming the paradise every tourists want to experience.

So, to re-lunch Nigeria brand is to begin by establishing a meaningful interaction with the citizenry just like a strong brand does with its customers. And then the government must establish a renewed commitment to governing the country; gear up the economy back to life, sustain partnership building and communicate the whole efforts to the people using advertising.

Furthermore, a country can establish her image either through destination positioning by promoting her cultural heritages and tourism, or through holistic positioning by improving the overall performance across board. The latter is the best Nigeria can adopt as the situation of the country demands nothing short of a rebirth. 

Also, the brand Nigeria can also be celebrated by identifying the country’s relative advantages over other African countries. Such qualities as size, population and diversity are strengths that can be communicated to the world through Federal Government efforts and the film industry. Unfortunately, Nollywood itself is a reflection of Nigerian problems. It is a divided house and can best be called “ethnicwood.”  A film industry has the power to promote its home cultures and home-made brands. It is a credible window through which investors and tourists peep into the country.  For instance, it’s very easy to see India through Bollywood and America through Hollywood.

Another important thing to consider in positioning the brand Nigeria is to consider our self-impression. What do we say about ourselves? And what does the world hear about us? Any outsider can easily conclude that Nigeria is not a serious country. The most cursed president in the world is a Nigerian according to google. The only medal ever given for corruption is in our cabinets. The only clime, where stealing of public funds is not the same as corruption is Nigeria. These are some of the internal impressions of the country. 

Late, Prof. Dora Akunyili

Nevertheless, there can still be a new national song if the Federal Government sees the citizens as unsatisfied customers who want value for the money spent on the brand to which they submit their loyalty. Instead of seeing every dissent voice as opposition’s, the Government must learn to engage in a meaningful conversation and stop the tendency to win every debate brought up by the consumers of the brand you promote if the brand must be strong. Prioritizing dialogue over monologue will enhance decision making on sensitive matters like doctors and teachers plights as well as the disturbing insurgency.

Consequently, embarking on sincere marketing efforts to ameliorate Nigeria will earn her brand equity first in Africa and the rest of the world. And this can definitely become a reality if the leaders refrain from using politics, religion and ethnicity to heat up the polity. Our brand name would vibrate nationwide if the natural and human resources are judiciously utilized.  The fame of the country   would be rekindled if government at all levels embarks on holistic marketing like Lagos and a few other states are doing. A better portrayal of the nation through Nollywood lenses would be an added advantage. Economic competition and investment will be encouraged if the  government desists  from its usual promise and fail attitude and Nigeria would be a better place when the hackneyed statements such as “we are on top of the situation” becomes a reality.

Finally, with these the brand Nigeria cannot but become attractive at last to all stakeholders from the people to the government, private sector, diaspora, tourists and investors. All shall enjoy the benefits of nurturing the brand.