The Sizzling Sound of A Brand: Part I

To my stereotype,

In 1996 a gentleman by the name of Simon Anholt coined the term nation branding, which is defined simply as the stereotypes the general public associates with a place. Much like ordinary brand imaging, nations and even continents are associated with a particular idea or ideas. For example, the golden arches are to McDonalds what fashion is to Paris.

This notion of nation branding came about in a context where reputations and perceptions of places were becoming as important to their success as their consumer product counterparts. In the labyrinthine world where marketplaces are teeming with every product and image one can think of, people tend to, "navigate through the complex world armed with a few simple clichés that form the background of our opinions." Instead of swimming through the sea of information, people choose to carefully wade around it. While not uncommon and not necessarily wrong, it can prove to be quite detrimental to those places who fall victim to over-generalization.

Take for example Africa. When playing a little game of free association, I automatically think: Bono, HIV/AIDS, war, and famine. Though it may be perceived as naïve on my part, you have to admit you probably thought something along those lines as well. Though some of these associations are founded in legitimacy, the truth does not stretch across the fifty-three states which comprise the continent. Not all of Africa is in a catastrophic state. Mr. Anholt diagnoses Africa with suffering from 'continent brand effect' because "there is so little knowledge of its individual nations, all but South Africa end up sharing virtually the same reputation." As a result of 'Brand Africa' countries which are doing relatively well (E.g. Botswana) end up suffering economically from the negative press surrounding their geographic location.

What does Africa look like to you?

It is difficult to shake these stereotypes especially when they are continually reinforced for charity purposes. However, Mr. Anholt stresses the importance of abolishing Brand Africa and allowing the separate entities to emerge each as their own.

How they do this though is a story for another rainy day. That day will most likely be tomorrow since I am a Vangroover and thus an amphibian.