Advertisement

Trajectories to Making Botswana a Destination of Choice: An Evaluation of the Current Awareness and Perception Levels

  • Tshepo Maswabi
  • Ntonghanwah Forcheh
  • Resego Taolo
Conference paper
Part of the Springer Proceedings in Business and Economics book series (SPBE)

Abstract

This paper presents findings of a study that evaluated the effectiveness of the Brand Botswana coordinating office in creating brand awareness as well as altering perceptions of the target audiences. The purpose of Brand Botswana is to position Botswana to international audiences as an attractive place to visit, work and invest (www.bitc.com). This is achieved through various marketing programs highlighting the country’s assets, including its people, culture, tourist attractions, business potential, exports and its reputation of good governance. The office also attempts to get local audiences to rally behind the brand and raise national pride levels so as to attract appreciation of the country by international communities. Assessment of brand building activities is helpful in understanding a brand’s strengths and weaknesses with a view to focusing future efforts, hence this study. The paper articulates findings of the current perceptions and awareness levels of a public survey conducted in 51 administrative districts of Botswana, across 139 localities covering 1258 individuals. A general conclusion of the study was that 75% respondents were aware of the brand. Perception scores stood at 64% suggesting that the respondents seem not to be clear on the purpose of the brand hence not deriving meaning from it.

Keywords

Botswana Brand Botswana Brand Nation brand Nation branding 

References

  1. Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.Google Scholar
  2. Anholt, S. (1998). Beyond the nation brand: The role of Image and Identity in International Relations. Journal of Public Diplomacy, 2 (2013):1, Art 1.Google Scholar
  3. Anholt, S. (2002). Branding and brand equity. Cambridge, MA: Marketing Science Institute.Google Scholar
  4. Botswana Investment Trade centre. http://www.bitc.co.bwGoogle Scholar
  5. Fan, Y. (2006). Branding the nation: What is being branded? Journal of Vacation Marketing, 12(1), 5–14.CrossRefGoogle Scholar
  6. Florek, M. (2005). The country brand as a new challenge for Poland. Place Branding, 1(2), 205–214.CrossRefGoogle Scholar
  7. Jaffe, E. D., & Nebenzahl, I. D. (2006). National image & competitive advantage – The theory and practice of place branding. Denmark: Copenhagen Business School Press.Google Scholar
  8. Kaneva, N. (2011). Nation branding: Toward an agenda for critical research. International Journal of Communications, 5(2011), 117–141.Google Scholar
  9. Keller, K. L. (2008). Strategic brand management: Building, measuring, and managing brand equity. Upper Saddle River, NJ: Pearson/Prentice Hall.Google Scholar
  10. Kleppe, I., Iversen, N., & Stensaker, I. J. (2002). Country images in marketing strategies: Conceptual issues and an empirical Asian illustration. Brand Management, 10, 61.CrossRefGoogle Scholar
  11. Quelch, J., & Jocz, K. (2004). Positioning the nation-state. Place Branding, 1(1), 74–79.CrossRefGoogle Scholar
  12. Ruzzier, M., Petek, N., & Konecnik Ruzzier, M. (2010). The role of locals in implementing and living the country brand: I feel Slovenia. Retrieved September 3, 2012, from http://www.majakonecnik.comlkonecnik/dokumenti/File/ruzzieretal_bmngmnt_2010.pdf
  13. Shrimp, T. A., & Andrews, C. A. (2013). Advertising, promotion and other aspects of integrated marketing communications. Mason, Ohio: South-Western Cengage Learning.Google Scholar

Copyright information

© Springer International Publishing AG, part of Springer Nature 2018

Authors and Affiliations

  • Tshepo Maswabi
    • 1
  • Ntonghanwah Forcheh
    • 2
  • Resego Taolo
    • 3
  1. 1.Department of MarketingUniversity of BotswanaGaboroneBotswana
  2. 2.Department of StatisticsUniversity of BotswanaGaboroneBotswana
  3. 3.Outsourced Management SolutionsGaboroneBotswana

Personalised recommendations