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KENYA HOUSE UK 2012 DIASPORA CONFERENCE ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030

KENYA HOUSE UK 2012 DIASPORA CONFERENCE ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030 By: Mary W. Kimonye, MBS Chief Executive Officer Brand Kenya Board. ABOUT BRAND KENYA BOARD COUNTRY BRANDING KEY ASPECTS THE KENYAN BRAND KEY HIGHLIGHTS ROLE OF DIASPORA. OUTLINE. THEME.

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KENYA HOUSE UK 2012 DIASPORA CONFERENCE ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030

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  1. KENYA HOUSE UK 2012 DIASPORA CONFERENCE ROLE OF DIASPORA IN COUNTRY BRANDING AND VISION 2030 By: Mary W. Kimonye, MBSChief Executive OfficerBrand Kenya Board

  2. ABOUT BRAND KENYA BOARD COUNTRY BRANDING KEY ASPECTS THE KENYAN BRAND KEY HIGHLIGHTS ROLE OF DIASPORA OUTLINE

  3. THEME • KENYA, FROM A GREAT PAST TO A GREATER FUTURE. • CELEBRATING THE OLYMPICS SPIRIT: • HARD WORK • FRIENDSHIP • RESILIENCE • SACRIFICE • DEFINING CHARACTERISTICS OF THE “KENYAN BRAND”

  4. ABOUT BRAND KENYA BOARD • A State Corporation established in March 2008 • Inaugurated by H. E. The President of Kenya as a State Corporation • Established to provide an Integrated Coordinating mechanism for building, promoting and sustaining the Kenya Brand nationally and internationally. • Internally: Develop a national identity that fosters and enhances the levels of national pride, patriotism and social cohesion among Kenyans • Internationally: Managing Kenya’s image and reputation in order to enhance levels of confidence in Kenya among investors, visitors, tourists and development partners. Provide positive content and data to communicate our image

  5. EXPECTED OUTCOME • Improvement of three (3) critical indices of a strong country brand: • Investment index • Livability index • Visitability index • Ultimate result: • Expansion of social and economic possibilities • Moving closer to vision 2030 • Globally attention and influence

  6. RATIONALE FOR ESTABLISHMENT OF THE BOARD • Development of Vision 2030 • Brand Kenya serves to add the soul and personality to the economic, social and political pillars articulated in Vision 2030. • Brand Kenya provides the means of developing the requisite behavioral and attitudinal change in the citizenry. • Regional and continental dynamics • Kenya needs to wriggle herself from the documented negative image of Africa

  7. RATIONALE FOR ESTABLISHMENT OF THE BOARD • Adoption of RBM in government • The reforms taking place need a mind set shift. • Brand Kenya will work with other agencies to integrate our various strengths into a truly unified Kenyan experience • Technological advancement • Kenya the continents ICT trade centre • Limited perspective about Kenya • The known perspective about Kenya is mainly about safari and sporting.

  8. PROGRAMS OF THE BOARD… • CITIZENS • Attitudes • Pride • Patriotism • Values • MEDIA • RELATIONS • Ethical • Balanced • Professional • PUBLIC • SERVICE • One look • One Feel, • Service Delivery • BRANDING OUR • GOODS / • SERVICES • Icons • Exports • People • LEVERAGING • DIASPORA • As Ambassadors • Skills transfer • Investors

  9. PROGRAMMES OF THE BOARD • BRANDING TOWNS & CITIES • To position them • As investment destinations • To encourage population • redistribution • POLICY INTERVENTION • Input Branding in policy • development • Diplomacy • Investor climate • Representatives Internationally

  10. WHY EMBARK ON NATION BRANDING? • To tell our story correctly so that others know and understand who we are and what we stand for. • To communicate our great Brand assets: • Investment incentives • Climate • Wildlife • Communication hub • Warm welcoming people • Great export products • Sports • Correct misconceptions and misrepresentations • Provide impetus and reasons both internally and externally to believe in Kenya

  11. . KENYA BRAND (OUTPUTS OF NATIONAL BRAND MASTER PLAN)

  12. THE INSIGHTS AND METHODOLOGY RELEVANCE

  13. VISION 2030 ASPIRATIONS VISION 2030 REGIONAL ICT LEADERMODERN TOURISMMEGA RESORT CITIESROBUST CAPITAL MARKETS MIDDLE INCOME NATION BUSINESS SOPHISTICATION LABOUR DYNAMISMINNOVATIVE PEOPLECOMMUNICATION HUBGREAT INFRASTRUCTURE ENVIRONMENTALLY CONSCIOUS TECHNOLOGICALLY ADVANCEDECONOMICALLY VIABLE • .

  14. BRAND VISION ‘Balancing Kenya’s ambition towards modernity, economic dynamism and growth of her consumer society, with the respect for her ancestral heritage and values, in order to chart the path for a unique African wealth creation model.’

  15. THE BRAND CAPABILITIES ‘Balancing Kenya’s ambition towards modernity, economic dynamism and growth of her consumer society, with the respect for her ancestral heritage and values, in order to chart the path for a unique African wealth creation model.’ Hard working individuals, Liberal policies, Maturing democracy, Wide & Varied open space, Beautiful landscape, Gateway to East Africa, Instinctive familiarity, Natural raw products, Proven export capacity

  16. THE BRAND PERSONALITY

  17. Tourism Brand Opportunity: A controlled step outside the usual but still filled with adventure and mysticism

  18. FDI Brand Opportunity: A raw opportunity on the verge of tipping point

  19. “Made in Kenya” Brand Opportunity Leveraging on world class Kenyan icons of natural quality

  20. Citizen Brand Opportunity: It is time for Kenya 2.0

  21. THE POSITIONING STATEMENT • KENYAS ASPIRATION • Modern • Technologically advanced • Economic growth • Dynamism • Vision 2030 • EXTERNAL PERCEPTION • Safari:Tourist attractions • African Adventure • African rugged experience • War ,Poverty, Disease and • Corruption Need for balance • NEW NATIONHOOD • Constitution • Value systems • Tolerance • CHALLENGES • Urbanization • Intolerance = A surprisingly familiar exotic destination with high economic potential where, People and nature live in harmony

  22. THE BRAND PROPOSITION The brand proposition builds on the positioning statement above The four opportunities were analysed together to give a single minded proposition The incorporated the brand personality and values FDI EXPORTS TOURISM CITIZENS + + + Kenya , bursting with generosity, rewarding beyond imagination

  23. NATIONAL IDENTITY The logo was created with inspiration from the shield on the flag The shields character is personified in the brand personality- Brave, resilient The adaptation is to represent a modern , all inclusive inspirational brand that is in line with vision 2030

  24. NATIONAL IDENTITY

  25. THE NATIONAL IDENTITY The Flag is a key element of a country identity It has both political and historical significance In a modern world a country brand needs to free itself from traditional boundaries of the flag The aim of the identity is to express the country's positioning clearly

  26. NATIONAL IDENTITY APPLICATION

  27. THE NATIONAL IDENTITY APPLICATION

  28. BUSINESS CARDS

  29. THE BRAND AS A MARK OF IDENTITY.. Buy line “A touch of Kenya” this creates a desire to experience more of Kenya.

  30. MARK OF IDENTITY APPLICATION

  31. Kenya……Where else? Kenya…..It Is Kenya…..Make it here Kenya…….Look Forward Look no further…….Kenya Land of Opportunity….Kenya Kenya….Land of Plenty Kenya…for progress and friendship Kenya….simply irresistible What should our country Tagline be???? TAGLINES (work in progress)…

  32. WHY DIASPORA? • Key Investors • Face of Kenya abroad • Unique knowledge and expertise • Brand Ambassadors • Critical reference point

  33. FOCUS OF ENGAGEMENT . • Skills Transfer • The exposure and experience of the Diaspora can bring in a broader view of the world to others • Diaspora as Tourists • Brand Ambassadors • First hand experience of host countries • Understand the temperaments and relationship requirements in the host country • Can speak more objectively • .

  34. FOCUS OF ENGAGEMENT . • Diaspora as Investors • Remittances channeled to long-term and sustainable initiatives • Currently over 70% of remittances goes to subsistence

  35. FOCUS OF ENGAGEMENT . • Remittances on upward trend. April 2011 to May 2012 46.8 percent increase. • Investment????

  36. ENHANCING DIASPORA ENGAGEMENT • 1st hand information on social political and economic reforms • Information on prevailing country perception • Understand the long term vision of the country • Understand and internalize the brand proposition of the country • Engage more with professional institutions e.g Banks, fund managers, capital markets etc.

  37. Information provision Introducer Provision of Branding materials Organizing joint ventures with Diaspora BRAND KENYA'S ROLE IN THE DIASPORA PROGRAMME

  38. Structured modes of meaningful engagement as opposed to ad-hoc unstructured engagement Recognized and accepted Diaspora representatives Skills and Knowledge database Case studies and profiles of success stories Diaspora suggestions Vehicles to objectively engage the Diaspora WHAT IS NEEDED(Points of discussion)

  39. “RESOLUTE TOWARDS A GREATER FUTURE” DO YOUR PART!

  40. VISIT KENYA HOUSE WWW.KENYAHOUSE.OR.KE THANK YOU.

  41. www.brandkenya.go.ke Email: Info@brandkenya.go.ke NHIF building 4th Floor Tel: +254 (0) 20 271 5236/7 +254 702 164 100 +254 732 164 100 FACEBOOK: www.facebook.com/brandkenya TWITTER: www.twitter.com/brandkenya LINKEDIN: www.linkedin.com/brandkenyaboard

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