News and Views
South Africa firm to brand Kenya (Africa in brief)
In an African first, Interbrand Sampson East Africa has been awarded a tender to develop a brand master plan for Kenya, by the Brand Kenya Board.
The consultancy group’s head office is Interbrand Sampson, the Johannesburg-based design and branding consultancy. It, in turn, is affiliated to Interbrand, a global network.
Under the contract, Interbrand Sampson will develop a brand strategy to positively position the country and its key sectors such as agriculture, the quality of goods and services and the attractiveness of its culture.
The Brand Master Plan project will also address priority areas such as tourism and investment opportunities and economic and foreign policies, among others.
“In the 2010 Interbrand Sampson Ai investment survey, Kenya ranked as the fourth most attractive investment destination in Africa. We want to improve this even more.”
Brand Kenya CEO Mary Kimonye believes Kenya’s international image has already improved after the peaceful and successful referendum on a new constitution. Now, she says, the Brand Kenya Master Plan will strengthen this perception and use it as a spring board for future growth.
Interbrand Sampson will develop the Master Plan project in partnership with Synovate-Kenya’s leading research agency.
“The Master Plan will be at the core of all the branding activities that will be undertaken by the board because the successful implementation of this project will place Kenya among the first African countries to create a country brand,” says Kimonye.
“It will increase competitiveness and awareness and will impact on perceptions of products and services offered by Kenya on the global scene.”
IS East Africa executive director Tom Sitati said the branding exercise “will enable Kenya to build its core competencies and unique opportunities, as well as future aspirations relevant to trade, tourism, investors and citizens”.