The Chartered Institute of marketing Ghana, has launched the first ever regional brand index report.
The report aimed at unearthing and highlighting the economic and tourism potentials of each of the sixteen (16) regional brands in Ghana was also to among other things, complement and reinvigorate government’s original Brand Ghana agenda, and to contribute to giving meaning to Ghana’s “Year of Return” and “Beyond The Return” programmes.
Speaking at the official launch of the report in Accra, CIMG President, Dr. Daniel Kasser-Tee says knowledge of the performance of each region is import for investor decision. “
A good knowledge of how the 16 regions are ranked is a great marketing asset, as they serve as the needed catalysts for development at the regional or local level and of course good pointers to investors seeking opportunities in the various regions of Ghana.” He said.
Dr. Daniel Kasser- Tee also highlighted the importance of a good brand. “A good regional brand must have a positive image in the minds of the people in the Executive, the Judiciary and the Legislature. This is because having a powerful and positive regional brand image provides a crucial competitive advantage. It is essential for our regions to understand how they are seen by their publics; how their achievements and failures, their assets and their liabilities, their people, their food, and what they produce locally in their regions are reflected in their overall brand image,” he added.
Meanwhile, research lead of the project and CEO of the Bureau of marketing, Isaac Gwumah says the finding reveal the lack of deliberate branding efforts in the 6 new regions.
“What is coming out of the research the hasn’t been a systematic and deliberate attempt at branding the regions and you can see clearly that the brand performance only mirrors the share of population ad for us as researchers that is indicative there needs to be more work to brand the regions.”
CIMG says it aims at creating mass awareness about the existence of the 16 regional brands and, later, the 261 Metropolitan, Municipal and District Assembly brands, all classified as sub-brands with distinct and unique potentials for attracting patronage to boost their local economies.
Meanwhile, Director, Development Coordination Division, National Development Planning Commission, Dr. Winfred Nelson has assured the findings would be factored into national development efforts.
“The starting, we may not see it, but I can assure you that at the end of it, it’s going to be beautiful because we are going to take the data, the information coming up and use it in our national development planning efforts”.
A regional brand is the sum total of all the perceptions of a region, in the minds and hearts of its publics. These perceptions include its people, places, culture, language, history, food, fashion, famous personalities, etc.
Find below a summary of the findings of the first ever regional brand index report
Source: Ghana/Starrfm.com.gh/103.5FM/Edem Kojo
