Branding African countries: A prospect for the future

Abstract

This paper examines the need for African countries to brand themselves as they compete for a share of inward investment and tourist receipts with the rest of the world. It aims to show the importance for African countries of having a positive brand image, as brand images and affinity to certain countries play a role when determining where to invest, where to travel or which exports to purchase. As most countries are branding themselves, this paper looks at the opportunities for African countries to utilise customer relationship management (CRM) in order to gain a competitive differentiation.

Interviews were conducted in order to elicit what consultants in African development, country branding experts and CRM specialists think about the need to brand African countries, and the prospect of increasing marketing efficiency, customer value and loyalty through the use of CRM.

The overall conclusion reached is that country branding will help countries in the African continent to be perceived as individual countries rather than a homogeneous mass. It will also aid in dispelling Afro-pessimism, and as a result show what African countries have to offer in terms of exports, investment opportunities and vacation destinations. Branding of African countries will also result in ‘brain gain’ of the diaspora.

The application of CRM when branding African countries will help in maximising marketing efficiency. It will also help in creating value for the customer as products, services and messages are tailored to individual needs. This in turn could aid countries to achieve loyalty. Although the cost of CRM can be considered as an issue, African countries should consider the benefits, which clearly outweigh the monetary costs.

This paper is only making a case for the opportunities available from using CRM; specific examples of how CRM could be applied will not be covered.