Re-Branding Zimbabwe: A Transformative and Challenging Process

Abstract

During the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. This article explores the concept of nation branding and investigates its applicability to Zimbabwe, which has been riddled with various socio-economic and political problems during the past two decades. The main purpose of the study was to develop a model that can be used to re-brand Zimbabwe. This research study adopted a mixed-methods approach through the amalgamation of both qualitative and quantitative research methodologies. According to the research findings, Zimbabwe has a negative image on global map. The country needs to be re-branded and the majority of Zimbabweans are willing to be part of this process. However, for the re-branding initiative to be successful there should be a comprehensive transformation of the country’s socio-political, economic and legal systems in order to create an enabling environment that is conducive for the effective application of nation branding strategies. The findings further reinforce the notion that re-branding should be part of a broader national economic development strategy for the country. The research study concludes with the propagation of the proposed transformative process model for the re-branding of Zimbabwe.

DOI: 10.5901/mjss.2014.v5n27p298