Re-Imaging African Nations as Preferred Foreign Direct Investment Destinations: Towards a Sustainable Nation Brand-Based Framework

Abstract

This paper takes into account the image challenge faced by African nations in the attraction of foreign direct investment to their economies. As a potential panacea to this challenge, this paper posits a theoretical framework that establishes a relationship between nation brand theory and investment promotion practice to aid African nations in re-imaging themselves as investment destinations. The nation brand-based investment promotion model framework is a grand synthesis of concepts and ideas from the fields of nation branding and investment promotion. This paper serves as an introduction of the framework, particularly focusing on the concepts informing the model and the modalities of nation branding as an investment promotion approach. Critically, this paper describes the theoretical foundations for each phase of the framework and serves as the starting point for a more in-depth discussion in future studies of the framework as a potential methodology for investment promotion.

DOI: 10.5901/mjss.2014.v5n9p663