An Analysis of Nation Brand Attractiveness: Evidence from Brand Zimbabwe

Abstract

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.

Revisiting nation branding: An infrastructure financing perspective in Zimbabwe

“…Hitherto, the relationship between public infrastructure financing and nation branding has received little attention in global research in general and Zimbabwe in particular. Evidently, the country has witnessed a severe fall in international tourism, international trade, foreign investments, and a deterioration in social welfare (Masango & Naidoo 2018), and infrastructural gaps cannot be overlooked. The standpoint of this study was on understanding how public infrastructure financing perspectives might help build an attractive nation brand for Zimbabwe.…”

Nation Branding Strategy for Zimbabwe: Towards an Integrated Nation Branding Framework

“…This enormous task has become one among other primary preoccupations of modern governments inclusive of Zimbabwe. This is so as the country has witnessed a severe fall in international tourism, international trade, foreign investment and deterioration in social welfare since independence (Masango & Naidoo, 2018). Generally, academics, businesspersons, tourism players, politicians, diplomats and the public agree that Zimbabwe needs to reclaim its former regional and global status.…”