Over the previous three weeks, we’ve monitored the #Namibia hashtag throughout social media and on-line platforms.
What stood out probably the most had been posts about tourism and the nation’s oil and gasoline growth, which is kind of evident. However why is that this all we’re recognized for?
Is Namibia outlined solely by tourism and up to date oil and gasoline discoveries? What about every little thing else that shapes us – our broader story and identification?
Nation branding outlined
Nation branding refers back to the strategic administration of a rustic’s picture and popularity on the worldwide stage.
It includes deliberate and systematic efforts by governments, private and non-private organisations in addition to different stakeholders to form perceptions of a nation’s identification, values, tradition and choices to each home and worldwide audiences.
At its core, nation branding goals to create a particular and constructive notion and expertise of a rustic that units it aside from others, positioning it favourably within the minds of key stakeholders, corresponding to buyers, vacationers, shoppers, residents and policymakers.
That is typically supposed to stimulate exports, promote tourism, foster nationwide satisfaction and entice each investments and fascinating immigration.
The economics
Economists and advertising specialists broadly acknowledge nation branding as an important element in attracting Inward Overseas Direct Funding (FDI).
Over the previous 5 years, the Namibian authorities and its businesses have intensified efforts to draw funding and increase exports – two highly effective levers for financial development and much-needed job creation. As an example, international locations ranked excessive on international competitiveness indices have a tendency to draw extra FDI.
That is significantly true for international locations perceived as secure, revolutionary and business-friendly, which have a better chance of attracting inward funding.
Nation branding is equally essential for reinforcing exports.
A powerful nationwide model enhances the attraction of home services and products – as an illustration, Namibian beef is globally recognised as free-range and premium – very like how German engineering represents excellence or Swiss craftsmanship epitomises luxurious.
Extra importantly, nation branding acts as a pure promoter of tourism and different service sectors.
A compelling nationwide picture fosters development in tourism, schooling and well being companies exports.
Locations with sturdy and interesting pictures and messaging have a tendency to draw extra guests, worldwide college students, medical vacationers and different service customers.
Along with financial positive aspects, intentional nation branding additionally aids in attracting prime expertise, encouraging the return of diaspora professionals, projecting gentle energy and advancing financial diplomacy.
Classes from Ghana and South Korea
There are beneficial classes to attract from international locations like Ghana and South Korea. Ghana has efficiently constructed its nationwide model round its cultural heritage, which incorporates traditions, festivals and historic websites corresponding to Cape Coast Fort. That is maybe greatest exemplified by the globally recognised Kente fabric, broadly considered some of the lovely materials on the planet. Equally, South Korea has strategically used “Ok-Branding” – together with Ok-pop (music), Ok-beauty (cosmetics) and Ok-drama (movie and tv) – to spice up exports and increase its gentle energy. Via tradition, political values and international coverage, South Korea has successfully positioned itself as a worldwide influencer, enhancing each its financial and diplomatic outcomes.
Model Namibia
Namibia is commonly known as “Africa’s best-kept secret”, however this notion alone doesn’t generate the funding or tourism essential to spice up financial development.
As competing nations craft sturdy, recognisable manufacturers that successfully draw worldwide curiosity, Namibia should undertake a strategic method to ascertain its personal identification on the worldwide stage.
Recognising this, Namibia has reached a pivotal second in its journey.
The nation is rising as a lovely funding vacation spot, significantly in high-growth sectors, corresponding to inexperienced hydrogen and oil and gasoline.
It boasts breathtaking landscapes, plentiful wildlife and a vibrant cultural heritage.
Nevertheless, regardless of these strengths, Namibia lacks a cohesive and strategic nationwide model that unites all stakeholders beneath a shared imaginative and prescient.
To deal with this, in October 2021, the Authorities of the Republic of Namibia resolved to ascertain a Nation Branding Working Committee to information the event of a unified and strategic nationwide model.
Comprising senior leaders from each the private and non-private sectors, the committee was shaped to offer advisory oversight in shaping a nationwide identification that aligns with Namibia’s financial and growth targets. To operationalise this imaginative and prescient, the Model Namibia Secretariat was established, tasked with positioning Namibia as a premier vacation spot for residing, visiting, investing and growing.
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The Secretariat additionally serves because the central coordinating hub for multi-sectoral engagements, facilitating collaboration amongst authorities businesses, the personal sector and civil society.
We’re of the view that Namibia is destined for greatness and her success is in our palms.
Model Namibia is greater than only a identify. It’s a motion pushed by each Namibian – at residence and overseas.
Now’s the time to face collectively and showcase the perfect of Namibia to the world.
Allow us to take satisfaction in who we’re and form a way forward for alternative and prosperity.
Branding Namibia begins with you!
*Iyaloo Hamata is a seasoned marketer with over 10 years of expertise and a powerful background in engagement and conversion-driven methods. She serves as a Model Namibia Guide, dedicated to selling Namibia as a great vacation spot to reside, make investments, develop and go to.
*Enos Kamutukwata is an economist. He will be reached on Twitter/X: @EnosMcManni.
The views expressed are their very own.
