The economics behind country branding: Why Namibia’s image matters

Over the past three weeks, we have monitored the #Namibia hashtag across social media and the online platforms. What stood out the most were posts about tourism and the country’s oil and gas development (this is quite obvious). But why is this all we are known for? Is Namibia solely defined by tourism and the recent oil and gas discoveries? What about everything else that defines us—our broader story and our identity?Nation Branding — definedNation branding refers to the strategic management of a country's image and reputation on the global stage. It involves the deliberate and systematic efforts by governments, public andprivate organisations, and other stakeholders to shape perceptions of a nation's identity, values, culture, and offerings to both domestic and international audiences. At its core,nation branding seeks to create a distinctive and positive perception and experience of a country that sets it apart from other nations and positions it favourably in the minds of keystakeholders, such as investors, tourists, consumers, citizens and policymakers. This is generally with a view to stimulate exports, promote tourism, foster national pride and attractboth investments and desirable immigration.The EconomicsEconomists and marketing experts have widely acknowledged nation branding as a crucial component in attracting Inward Foreign Direct Investment (FDI). Over the past five years, theNamibian government and its agencies have intensified their efforts to attract investment and boost exports — two of the most powerful levers for economic growth and much-needed jobcreation. For instance, countries ranked highly on the global competitiveness indices tend to attract more FDI. This is particularly true for countries that are perceived as stable, innovative and business-friendly, which tend to have a higher likelihood of attracting inward investment. Nation branding is equally important for increasing exports. A positive national brand adds appeal to domestic products and services — for example, Namibian beef is globally recognised as free-range and premium—similar to how German engineering signifies excellence or Swiss craftsmanship symbolises luxury. More importantly, nation branding serves as a natural promoter of tourism and other service sectors. A compelling national image drives growth in tourism, education, and health services exports. Destinations with strong and appealing imagery and messaging tend to attract more visitors, international students, medical tourists and other service users.Beyond economic gains, deliberate nation branding also supports the attraction of top talent, the return of diaspora professionals, the projection of soft power and the advancement ofeconomic diplomacy. Lessons from Ghana and South Korea There are valuable lessons to draw from countries like Ghana and South Korea. Ghana successfully built its national brand around their cultural heritage which includes tradition, festivals and historic sites such as the Cape Coast Castle. This is perhaps best exemplified by the globally recognised Kente cloth, widely regarded as one of the most beautiful fabrics in the world. Similarly, South Korea strategically used "K-Branding" — such as K-pop (music), K-beauty (cosmetics), and K-drama (film and television) — to boost exports and expand its soft power. Through culture, political values and foreign policy, South Korea has effectively positioned itself as a global influencer, enhancing both economic and diplomatic outcomes.Brand Namibia – Namibia as a Place to Live, Develop, Invest and VisitNamibia is often referred to a;"Africa’s best-kept secret"; but this perception alone does not drive the levels of investment or tourism needed to accelerate economic growth. Ascompeting nations develop strong, recognisable brands that actively attract international interest, Namibia must take a strategic approach to shaping its own identity on the globalstage.Recognising this, Namibia has reached a pivotal moment in its journey. The country is emerging as an attractive investment destination, particularly in high-growth sectors such asgreen hydrogen and oil and gas, while also boasting breathtaking landscapes, abundant wildlife, and a vibrant cultural heritage. However, despite these strengths, Namibia lacks acohesive and strategic nation brand that unites all stakeholders under a shared vision. To address this, in October 2021, the Government of the Republic of Namibia resolved to establish a Nation Branding Working Committee to guide the development of a unified and strategic national brand. Comprising senior leaders from both the public and private sectors, the Brand Namibia Working Committee was formed to provide advisory oversight in shaping a national identity that aligns with Namibia’s economic and development goals. To operationalise this vision, the Brand Namibia Secretariat was established, tasked with positioning Namibia as a premier destination to live, visit, invest, and develop. The Secretariat also serves as the central coordinating hub for multi-sectoral engagements, facilitating collaboration across government agencies, the private sector, and civil society. ConclusionWe are of the view that Namibia is destined for greatness and her success is in our hands! Brand Namibia is more than just a name, it’s a movement driven by every Namibian, athome and abroad. Now is the time to stand together and showcase the best of Namibia to the world. Let’s take pride in who we are and shape a future of opportunity and prosperity.Branding Namibia starts with you! *Iyaloo Hamata is a seasoned marketer with over 10 years of experience and a strong background in engagement and conversion-driven strategies. Currently serving as a BrandNamibia Consultant, committed to promoting Namibia as an ideal destination to live, invest, develop, and visit. *Enos Kamutukwata is an economist. He can be reached on Twitter/X:@EnosMcManni.**

The economics behind country branding: Why Namibia’s image matters

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Republikein 2025-04-30

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The economics behind country branding: Why Namibia’s image matters

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