The Re-Branding of a Nation
As Sierra Leone struggles to shake off the legacy of the past and promote the enormous strides taken in recent years, Rwanda enjoys a reputation as one of Africa’s least corrupt and most business friendly countries. With President Kagame’s intention to move from an aid to trade based economy his nation is seen as a model for progress, standing out for political and economic stability, safety, minimal corruption and openness to the private sector. In contrast recent headlines on Sierra Leone have highlighted political violence, timber scandals, corruption investigations and drug smuggling.
In Rwanda’s resurgence a Country Brand Strategy was key; to enable the country to manage its future, stimulate enterprise, strengthen unity and let the world know what was happening. In this they were assisted by country branding specialist Acanchi, who had previously helped the Dominican Republic, Mauritius, Hong Kong and Lebanon develop their brand identities. (...)
