The Brand Kenya Board has awarded global brand consultancy, Interbrand Sampson East Africa, a tender to develop a brand master plan for Kenya. Under the contract Interbrand Sampson will be required to develop a brand strategy that will positively position the country in general and its key sectors such as agriculture, the quality of goods & services and the attractiveness of its culture.
The Brand Master Plan project will also address priority areas such as tourism and investment opportunities, as well as economic and foreign policies among others. Speaking during the signing ceremony, the Brand Kenya Board Chief Executive said that the Master Plan will play a big role in positioning Kenya as the destination of choice for investors and tourists. It will also facilitate the growth of key sectors of the economy by building on the positive attributes of the country.
Says Doug de Villiers the group Chief Executive for Interbrand Sampson, "As the world's leading branding consultancy, and the only global group with a long-term, well-established partnership in East Africa, we are uniquely positioned to partner with the Brand Kenya team to deliver a truly professional brand action plan and strategy. In the 2010 Interbrand Sampson Ai investment survey, Kenya ranked as the fourth most attractive investment destination in Africa, we'd like to ensure that this improves even more going forward".
"This brand will enable Kenya to build its core competencies and unique opportunities, as well as future aspirations relevant to trade, tourism, investors and citizens," Brand Kenya Chief Executive Officer Mrs Mary Kimonye said.
The implementation of the Brand Master Plan will enhance the image and reputation of the country and correct outdated perceptions especially on the political front where the negative effects of the 2007 general elections are still feared among potential and existing investors. The peaceful and successful referendum that ushered in a new constitutional dispensation has however gone a long way in correcting some of these negative sentiments. Mrs. Kimonye says that The Brand Kenya Master Plan will build on this positive attribute as a spring board for future growth.
She said that Interbrand Sampson will develop the Master Plan project in partnership with Synovate-Kenya's leading research agency.
Under the contract, Synovate will carry out an audit on perception of the Kenyan brand locally while Interbrand will use its global network to carry out an internationally audit on the Kenyan brand.
According to Mrs. Kimonye, 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."
Speaking at the same event, Interbrand Sampson East Africa Executive Director Mr Tom Sitati hailed the decision by the Brand Kenya Board [BKB] to develop a Brand Master Plan, saying that it will add value to the various development initiatives.
He said; "the branding of the country will also play a key role in positioning Kenya as an emerging economy open for investments across all sectors. This brand will enable Kenya to build its core competencies and unique opportunities, as well as future aspirations relevant to trade, tourism, investors and citizens."
The Master Plan will also identify Kenya's positive attributes such as the public-private-partnership [PPP], and articulated development strategies. Among others, it will also highlight its vision and future prospects.
The development of a Master Plan comes at a time when Kenyans and industry have been calling for a re-definition of the country's needs and aspirations in order to change negative perceptions globally.
"The branding will increase competitiveness, exposure, interest and strongly impact on perceptions of products and services offered by Kenya on the global scene," Mrs. Kimonye said.