Brand Zim needs to shine

28 Feb, 2021 - 00:02 0 Views
Brand Zim needs to shine Zimbabwe must harvest from its rich natural resource endowments through increased flow of investment and trade, tourist arrivals

The Sunday Mail

Editor’s Brief
Victoria Ruzvidzo

Zimbabwe’s image, battered by decades of deliberate misinformation, half truths and negative perceptions playing out on the international arena, is a factor that has directly and indirectly held the country hostage in its quest to occupy its rightful and legitimate place in the community of nations.

Globalisation is a phenomenon that has made any nation’s image increasingly relevant in determining progress in all aspects of development. This country, as with other nations, cannot escape the spotlight. However, Zimbabwe’s image, real and perceived,  has produced unfavourable results since 2000 when the Government launched the land reform programme.

To many, particularly the West, there has been no convincing that it was within Government’s right to give land to its people as an empowerment strategy, the very reason that thousands sacrificed their lives for in the Second Chimurenga. Most things Zimbabwean have been painted black since the launch of land reform. Even our colourful flag has been dimmed in the process.

We are all too aware of the effects this has had on the country. While we boast of natural resources, a highly skilled and literate population and a hospitable people as key attributes to transform our fortunes, the bad image remains an albatross around the neck.

Martin and Eroglu (1993) define image as; “the total of all descriptive, inferential and informational beliefs one has about a particular country”.

It is within this frame that the world in general has been fed with untruths and exaggerations about Zimbabwe. Many have been gullible thus creating wrong perceptions about the country.

An impression of a country in turmoil and a Government whose every step is misconstrued, has had unfortunate consequences.

Efforts have been directed towards correcting this scenario since the advent of the Second Republic, but a lot more needs to be done. The country is yet to do enough to counter the negative perception that has influenced key decisions by multilateral institutions, investors and tourists alike. This compels Zimbabwe to move into the offensive in its quest to rebuild its image.

The National Development Strategy 1 notes the importance of a positive image in achieving the Vision 2030 thrust of an Upper Middle-Income Economy within the next nine years.

“Notably, countries increasingly depend on good image, diplomacy and international standing in the competition for inward investments, tourist arrivals, favourable international trade relations and increased exports to support job creation and better living standards for citizens as envisioned in Vision 2030,” says the economic blueprint.

More energy and zeal needs to be applied towards removing a restrictive visa regime in comparison with other countries in the region that has created difficulties for tourists and investors who then take their business elsewhere. They have the whole globe to choose from.

As a result of these and other harsh effects of a not so glorious image, Zimbabwe’s rankings on international indices have declined significantly over the past two decades. Unfortunately these grading systems have a large bearing on how the country is perceived.

But NDS1 has come up with strategies to augment engagement and re-engagements initiatives launched in the last few years. These had begun to bear fruit, but have been slowed somewhat by the advent of the Covid-19 pandemic.

Zimbabwe targets to improve its standing on the Country Brand ranking from 120/189 to 100/189 and the Good Country Index from 100/153 in 2020 to 90/153 by 2025. The nation has also not done well on the Global Happiness Index where it currently stands at 146/191. But Under NDS1 this should improve to 100/191 within the next five years.

The potential to achieve better results in a shorter period is there. It just demands hard work. There should be no compromise for mediocrity.

The Government, the private sector, Zimbabweans at home and in the Diaspora, Sadc, the African Union and international friendly nations have a role to play in stitching together an effective international marketing and public relations campaign.

The country must harvest from its rich natural resource endowments through increased flow of investment, trade, tourist arrivals and other niceties being enjoyed by other countries that are not even as rich.

The Government, as stated in NDS1 should lead the image rebuilding campaign through implementation of policies that improve the welfare of its people and must, of necessity, undertake a more robust international campaign through virtual and physical roadshows where possible, to expose the outside world to the real Zimbabwe and what the country is capable of achieving.

Embassies must be mandated to tell the true Zimbabwean story, with key performance indicators for officials for which they should be measured against. We understand most ambassadors have been given tight deliverables in this regard. Those that fail to perform must be admonished accordingly or even sent back home if they stand in the way of progress.

Embassies should adequately enunciate Government policies within their allocated spheres of influence while amplifying opportunities that investors should seize, even in this Covid-19 environment.

They should sell the “Zimbabwe is Open for Business” mantra like it’s about to go out of fashion. Furthermore, in less endowed countries, Zimbabwe can chip in with material or financial assistance, no matter how small. This will grow its muscle as a global citizen hence eliciting the right attention.

Back home, such strategies as the implementation of a one-stop shop for investors should yield more Foreign Direct Investment.

Furthermore, Zimbabweans, many of whom denigrate their country on social media platforms, must have a re-think. It certainly does not pay for one to be popular, having the most following on Twitter or most likes on Facebook and other platforms simply because of the amount of venom you unleash everyday against your country.

Social media by its nature feeds on the negative, but these same platforms can be used positively for better results. If we speak well about our country we will catch the attention of those whose involvement in our country matters.

Furthermore, Zimbabweans living in other countries are ambassadors who should spread the gospel about Zimbabwe’s the status quo and the potential resident in this country.

On another note, Diasporans can help transfer knowledge and skills that will leave this country in better stead.

Last year alone, the Diaspora remitted $1 billion to Zimbabwe, reflecting a 57 percent jump. More can be achieved through harnessing this segment of the population.

Critically, Zimbabweans living in the diaspora must maintain Ubuntu and portray the correct image of the country culture and principles by which we live. The fallacy of composition is such that one errant Zimbabwean, within or without the country’s borders can affect the image of the entire populace.

The private sector has a defining role in complementing Government’s image rebuilding efforts, joint campaigns we saw at the beginning of the re-engagement thrust on trips to China, the European Union and others need to be sustained. This unity of purpose is a critical it taking the country forward.

Opposition political parties can engage in more progressive projects such as rebuilding the image through joint efforts as in the case under the Political Actors Dialogue. Speaking with one voice on matters of national interest does not necessarily compromise opposition politics. If anything, it aids such parties in seeking relevance.

Supporting Government policies elicits better results that ultimately creates the right environment for the electorate. The potential resident in this country is well-documented and it is about time it becomes reality. This country is a mining powerhouse, this country is a potential breadbasket for southern Africa, this country is a must-visit destination, among its many attributes, but the world out there has been blinded to all this. It thus makes a compelling case for efforts to remove the cataracts in the eye and ensure the world sees and experiences the real Zimbabwe. The benefits that will come with a rebranded Zimbabwe are quite plenteous. Not even the sky is the limit.

In God I Trust!

Twitter handle: @VictoriaRuzvid2; Email: [email protected]; [email protected]; WhatsApp Number: 0772 129 972

 

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