African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4131

Full Length Research Paper

Is Country branding a panacea or poison?

Virimai V. Mugobo1 and Wilfred I. Ukpere2*
1Faculty of Business, Cape Peninsula University of Technology (CPUT), Cape Town Campus P. O. Box 652 cape Town, 8000, South Africa. 2Department of Industrial Psychology and People Management, Faculty of Management, University of Johannesburg, South Africa.  
Email: [email protected], [email protected]

  •  Accepted: 14 June 2011
  •  Published: 30 September 2013


The momentum towards complete globalisation advocated by proponents of the benefits of one big business village as the answer to the suffering of third world countries, has now been slowed down by the uncertainty resultant from the hitherto unprecedented global meltdown. With the coughing of America, the whole world seems to be catapulting into one big mess due to the global economic quagmire. Consequently, there is a global scramble for the limited and constantly contracting financial and market resources. Third world countries, rich in natural resources but insignificant global players, have been relegated to perpetual recipients of aid, finished products and obsolete or second rate technology. Despite having 53 countries, Africa is painted en bloc as a “dark continent” dogged by civil wars, disease, poverty and famine. This “bad continent” image thus affects all African countries including those that are fairly stable such as South Africa, Botswana, and Egypt. This scenario necessitates country differentiation through individualised or regionalised country branding.


Key words: Brand, competitiveness, globalisation, nation branding.