This article examines the development of nation brand strategy framework for Zimbabwe. The submission is based on the analysis of factors perceived to impact on nation branding programmes. This research aim to contribute towards the development of effective nation branding discourse and practice in Zimbabwe. Specifically, the article was premised on the quest to 1) determine key determinants for the development of Brand Zimbabwe; 2) to ascertain the relative significance of the various facets of national branding practice; and 3) to propose an integrated conceptual framework for nation branding initiatives. The study was designed to follow a mixed approach; a combination of interpretivism and positivism. A total of 372 respondents was drawn from across the society. Respondents came from politicians, scholars, the media, civic organisations, government officials, church and international organisations. This research established that Brand Zimbabwe requires an independent body to integrate all key stakeholders for an effective branding process. The nation branding process should be managed from visioning, formulation through to deployment and monitoring and control of nation brand performance. Zimbabwe's quest for foreign direct investment, international visitation and export revenue requires that the country develops an integrated strategy to deal with its nation brand image question.

This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.

This paper examines the attractiveness of Brand Zimbabwe based on the factors perceived to impact on national competitiveness. Nation brand attractiveness is a necessary condition for a country to achieve influence and to effectively compete for global resources. Countries can enhance their attractiveness by building on their national brand equity and dealing with negatives around the national brands. The research sought to determine the perception towards Zimbabwe’s global risk and competitiveness; to ascertain the variables that promote competitiveness for Brand Zimbabwe and to contribute to the literature on risk perception and its impact on behaviour towards nation brands. The study followed a mixed approach; a combination of interpretivism and positivism. The research drew 372 respondents from politicians, scholars, the media, civic organisations, government officials, church and international organisations. The research established that Brand Zimbabwe faces glaring threats risks that impact on the country’s international image. The brand is affected by politics and governance together with socio-economic factors. Management and control of nation brand perception are critical for nations to distinguish themselves and to create vantage positions for sustainable performance. The way a country is viewed internationally is a function of how the country deals with factors that threaten its global competitiveness and perception towards the nation brand. Zimbabwe’s quest for foreign direct investment, international visitation and export revenue requires that the country deals with its nation brand image.