Home Brands Stakeholders call for a defined value proposition for brand Nigeria
Brands - September 5, 2018

Stakeholders call for a defined value proposition for brand Nigeria

Dr. Rotimi Olaniyan.

By Amechi Obiakpu

Integrated Marketing Communications experts have spoken in one voice on the need for managers of the country to set a definite brand identity that will chart a course for the nation.

They said that until a clear cut direction is given for brand Nigeria, the desire of the country to achieve meaningful growth may be denied.

The experts said this recently at the 7th Anniversary celebration of Brand Campaign Magazine which coincided with the public presentation of a special edition tagged: ‘50 Most Influential Marketing Communication Practitioners In Nigeria,’ in Ikeja, Lagos State.

Speaking on the theme: “A Commercial Strategy for Nigeria and the Role of Brands in Redefining the Nigerian Identity,” Dr. Rotimi Olaniyan, Principal Partner, Advantage, said that Apple Inc. is one of the best brand in world and the leading in Europe and America without a single factory in those regions because of its philosophy that the brand is more important than the factory.

He noted that which such notion managers of the Apple brand have been able to drive it into the heart of many who now see the brand as worth identifying with.

He challenged the nation to tow such line and come up with a definite identity that it shall run with so that “the Nigeria of our dreams can be achieved”.

Luqman Adeyemo, a tourism and branding consultant, posited that all over the world nations thrive on areas it has comparative cost advantage and for Nigeria tourism can give the country the desired leverage to reach the world.

“Our identity lies within the tourism sector which I feel can feed the nation and project us in positive light if properly harnessed,” he said.

On his part, Bolaji Okusaga noted that irrespective of how you define a brand, it has to have value.

“We should continue to ask ourselves, how come Singapore, a little country is so rich and Israel sitting in the desert is so cultured?”

“We have different values in Nigeria. We need to go back to the basis otherwise, all we have said may not count for much until critical issues about the country is asked and answers provided for,” Okusaga said.

Towing a different part, Kayode Oluwasona, wondered why the same topic graces every fora without the application of some of the recommended solutions.

“I get so pained each time I hear issues on brand Nigeria, because from time immemorial we have been talking and hearing speakers after speakers talk on building the brand Nigeria and with solutions given yet people who are in positions to protect and build the image and brand of the nation ignore the call,” he said.

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