WE NEED VISIONARY LEADERSHIP்--AWAL
The Managing Director of Graphic Communications Group Limited, Mr Ibrahim Mohammed Awal, has called for effective and visionary leadership backed by deeds in order to achieve the country’s quest for national branding.
Mr Awal was speaking at a lecture in Accra on Wednesday, organised by the Institute of Public Relations (IPR), Ghana, as part of its Annual Week Celebrations
Speaking on theme “Re-positioning the Brand: National and Corporate Considerations”, he said set goals could not be achieved if the country did not have visionary leaders and effective loyal followers to complement each other’s effort.
He said perceptions about a country informed how it is viewed as a tourist destination, and place of investment. Adding that Ghana could take advantage of its touted image in the international arena to correct the impression created by the western media that Africa is a single country plague with war, famine corruption and famine.
He said to achieve success in the branding processes; a lot depends on all stakeholders to tell the country's the story and ,therefore, commended the seting up of the national branding office .
According to Mr Awal, branding and repositioning priciples apply in equal measure to countries as they do in the corporate world although the methodologies might not be the same. Adding that countries with poor reputations stand to suffer in their drive to compete and boost their commercial success.
He mentioned that developing a brand position is not enough, if it is not backed with the delivery of new pomises made.
The branding process in Ghana he said would strengthen democracy and help move internal development if an effective brand policy is formulated.
To implement an effective country branding, Mr Awal suggested among others the need to have the support and cooperation of all spheres of society especially the media and the creation of effective strategy through which the brand could be communicated.
"Brand Messages should be consistent, repetitive and compelling, and should sing the same song. All stakeholders must speak the same language, thereby avoiding inconsistencies" he added.
The President of IPR, Mrs Vicky Wereko-Andoh Ghana in an interview with the Daily Graphic said as image builders, the IPR has a role to play in projecting a positive image for the country locally and internationally and would, therefore, partner the state or whoever is championing the course of branding th e country.
The Public Relations Week Celebration is an annual event that brings Public Relations practitioners, and other communication experts together to take stock of the role the IPR has played in the country’s development.
Mr Awal was speaking at a lecture in Accra on Wednesday, organised by the Institute of Public Relations (IPR), Ghana, as part of its Annual Week Celebrations
Speaking on theme “Re-positioning the Brand: National and Corporate Considerations”, he said set goals could not be achieved if the country did not have visionary leaders and effective loyal followers to complement each other’s effort.
He said perceptions about a country informed how it is viewed as a tourist destination, and place of investment. Adding that Ghana could take advantage of its touted image in the international arena to correct the impression created by the western media that Africa is a single country plague with war, famine corruption and famine.
He said to achieve success in the branding processes; a lot depends on all stakeholders to tell the country's the story and ,therefore, commended the seting up of the national branding office .
According to Mr Awal, branding and repositioning priciples apply in equal measure to countries as they do in the corporate world although the methodologies might not be the same. Adding that countries with poor reputations stand to suffer in their drive to compete and boost their commercial success.
He mentioned that developing a brand position is not enough, if it is not backed with the delivery of new pomises made.
The branding process in Ghana he said would strengthen democracy and help move internal development if an effective brand policy is formulated.
To implement an effective country branding, Mr Awal suggested among others the need to have the support and cooperation of all spheres of society especially the media and the creation of effective strategy through which the brand could be communicated.
"Brand Messages should be consistent, repetitive and compelling, and should sing the same song. All stakeholders must speak the same language, thereby avoiding inconsistencies" he added.
The President of IPR, Mrs Vicky Wereko-Andoh Ghana in an interview with the Daily Graphic said as image builders, the IPR has a role to play in projecting a positive image for the country locally and internationally and would, therefore, partner the state or whoever is championing the course of branding th e country.
The Public Relations Week Celebration is an annual event that brings Public Relations practitioners, and other communication experts together to take stock of the role the IPR has played in the country’s development.
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