Mr. Mathias Akotia, Chief Executive Officer of Brand Ghana, on Tuesday stressed the need to re-brand Ghana to stimulate national confidence, craft national identity and provide clear, believable and positive communication about the country and its vision.
He said in addition to the economical benefits of national branding, it was imperative due to its history of coup d'etat and the negative image of the West African Sub-region.
Mr. Akotia made the call at a press conference on the framework of the institution in Accra.
The Brand Ghana Office was established in September 2009 to co-ordinate the development of a compelling national image for the country would be formally launched in May 2010.
He said some of the prime benefits to be derived from branding were a healthier country for effective exports and investment, more productive cultural relations with other countries and greater profile in the international media.
Mr. Akotia pointed out that Ghana was still a low income country with Gross Domestic Product per capita of about 450 dollars and investment
inflows too low because she did not have commercial brands with international marketing support.
He cited South Africa as one of the countries enjoying economic successes due to her decision to brand 10 years ago.
"South Africa, in realizing the gap between the international perception and the reality of the county, launched the Brand South Africa
programme in August 2000 to establish a compelling image for the country," he added.
Mr. Akotia said Brand Ghana would be a complete outfit on its own and not duplicate activities of other organizations such as Ghana Tourism Board, Ghana Investment Promotion Council and National Development Planning Commission.
"Brand Ghana will not duplicate activities of these organizations; we will integrate and coordinate their activities. They are more or less subsets of Brand Ghana that would provide the overall vision of country branding," he said.
Mr. Akotia announced that it would organize workshops and seminars to create awareness about their objectives to the people and Ghanaians in the Diaspora.