Is country branding a panacea or poison?

Abstract

The momentum towards complete globalisation advocated by proponents of the benefits of one big business village as the answer to the suffering of third world countries, has now been slowed down by the uncertainty resultant from the hitherto unprecedented global meltdown. With the coughing of America, the whole world seems to be catapulting into one big mess due to the global economic quagmire. Consequently, there is a global scramble for the limited and constantly contracting financial and market resources. Third world countries, rich in natural resources but insignificant global players, have been relegated to perpetual recipients of aid, finished products and obsolete or second rate technology. Despite having 53 countries, Africa is painted en bloc as a “dark continent” dogged by civil wars, disease, poverty and famine. This “bad continent” image thus affects all African countries including those that are fairly stable such as South Africa, Botswana, and Egypt. This scenario necessitates country differentiation through individualised or regionalised country branding.