NATION BRAND ARCHITECTURE- A REALITY OR REVERIE FOR AFRICAN NATIONS: THE CASE OF BOTSWANA

Tshepo Maswabi; Jane Monyake; Paul Mburu

doi:10.29121/ijoest.v7.i2.2023.467

Authors

Tshepo Maswabi Lecturer, Marketing Department, University of Botswana, Gaborone, Botswana
Jane Monyake Lecturer, Management Department, University of Botswana, Gaborone, Botswana
Paul Mburu Lecturer, Marketing Department, University of Botswana, Gaborone, Botswana

DOI:

https://doi.org/10.29121/ijoest.v7.i2.2023.467

Keywords:

Brand Architecture, Nation Brand, Nation Branding, Nation Brand Architecture

Abstract

Nation brand architecture gives a ‘sense of mission’ which can help unify key players, concentrate resources, increase efficiency, and create synergies in customer attraction Joao (2018). However, what seemingly works for product/ corporate brands appears to be more of a brown study for nation branding. Adoption of nation brand architecture is gaining traction in Western nations. Many countries in Africa such as Botswana seem not to be consciously employing this seemingly beneficial concept.
This paper therefore explores the extent to which Botswana; an African nation has adopted this concept. It also focuses on how the nation embeds and applies the existing national identities such as national colours (reflected in the nation flag), symbols, animals, and plants in the brand architecture.
The study employs a content analysis approach that investigates the nation against four overarching themes of brand architecture. Using the Dinnie (2008) Nation Brand Architecture Model (NBAR), the paper draws valuable insights from an analysis of brand architecture concepts as well as the current adopted or default brand architecture for the nation of Botswana. The paper forms the initial sequel of papers on Botswana nation brand architecture model. The initial findings present a tenuous understanding of the adopted architecture reflective of both the endorsed and branded house architecture.

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