Branding Kenya

Following up on our recent post, Rebranding Africa, I was most interested to read about a new government initiative, the Brand Kenya Board:

“Brand Kenya Board is tasked with the responsibility of identifying and refining the key attributes about Kenya, that contribute positively to the image and reputation of the Nation. A strong, believable and easily recognizable brand is all the difference between attracting positive attention or none at all. The board would like Kenya to be internationally recognized for its people, its natural resources and its position as a key player in the East African region’s socio-economic development. Athletics, culture, tourism, horticulture, development in ICT, telecommunication, education and our heritage can contribute generously towards improving the country’s attractiveness to holiday makers, nature conservationists, artists, investors and other nationals who would like to make Kenya their home.”

The Board’s mandate is “to ensure that an integrated national brand is created, harnessed and sustained in the long term”.   A large number of state institutions – from the Airports Authority to the Tea Board – are participating, and Kenya’s foreign missions (mostly embassies and consulates) have been tasked to collaborate. Kenya has a solid base (exports, tourism and Out of Africa!) on which to build, and the initiative seems like a strong move in the right direction. If countries with the potential (“assets”) and the capacity to engage in brand-building do so, there is hope that the negative stereotypes about “Africa” can be reversed, even if only on a regional basis.

Post written by Peter Bloch    , consultant to CAS-IP

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