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

Abstract

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.

Nation branding: Twenty-first century branding dynamics impacting emerging economies in the global marketplace

“…While destination branding has been done before, these efforts do not seem to have had much impact in the past in terms of changing perceptions the world has of emerging economies. Perhaps where the government of Zimbabwe has failed in the past has been in the communication, monitoring, and evaluation aspect of its nation brand equity, a view also shared by Masango and Naidoo (2019). Therefore, research in future could focus on how best to keep track of the equity of emerging nations' brands and manage them more effectively.…”

“…Yousaf and Huaibin (2014) contend that nation brand-building is more affected by religion as opposed to general culture, hence some nations have been branded as either Christian, Islamic or circular. Masango and Naidoo (2019) thus suggest that nation branding determinants should be country or region-specific rather than universal. As with human personality, each country is a unique entity.…”

Adoption of corporate social responsibility (CSR) initiatives in promoting sustainable wildlife conservation in communities around Hwange national park, Zimbabwe

“…The negative media coverage Zimbabwe has been receiving has crystalised the negative way the country is being viewed by investors and tourists around the world. For Machadu (2016) as well as Masango and Naidoo (2019), an unstable economy, political instability, corruption, and hyper-inflation are among other key issues that affect Zimbabwe's nation brand. According to Dinnie (2008b), though perception may not always represent the true reality on the ground, it is a powerful tool in influencing a nation's brand image.…”

“…According to Dinnie (2008b), though perception may not always represent the true reality on the ground, it is a powerful tool in influencing a nation's brand image. Zimbabwe has failed to attract any meaningful FDI over the last two decades due to its negative image (Masango & Naidoo, 2019;Sikwila, 2015).…”