REBRANDING NIGERIA: CHALLENGES AND PROSPECTS

Abstract

In today's global world, many countries are embracing nation branding to differentiate themselves, realize the economies of scale, encourage foreign investment and take control of the narrative of their country, away from negative media portrayals or negative national stereotypes. This study examined Nigeria's attempts at rebranding and building a national brand while analysing the challenges that impeded the success of past attempts and charting a course forward to rebranding Nigeria. Evaluation of previous attempts to rebrand Nigeria showed that it failed due to its cosmetic approach to nation branding and lack of continuity. The study was anchored on persuasion theory and it proposed rebranding Nigeria by addressing the fundamental problems of the country, positioning the country as the tech hub of Africa, rebrand through the country's vibrant creative industry, national icons, promotion of national cohesion and patriotism, curbing corruption, creating an enabling environment for businesses to thrive and employing a systematic approach to nation branding. The study concludes that nation (re)branding must stem out of nation-building, which involves addressing the fundamental issues that stand at variance with the reputation the country is trying to portray of itself. The study recommends attitudinal change and mental re-orientation by both the government and the governed to ensure effective rebranding of Nigeria.