Brand Nigeria: Stakeholders canvass for change in mental model

Perception of Nigeria still remains downbeat within and abroad in spite of socio-economic development trajectory in the recent time. But thought leaders at a recent forum on the Nigeria brand believe that change in mental model of Nigerians, especially the youth who form about 70 percent of the population, will impact positively on the image.

The discussants, who recognise the strong economic position of Nigeria that has made it the strongest economy in Africa and frontier market that attracts international investment community, say that it is important to allow Nigerians see the opportunities instead of problems and “make them understand that every country has its peculiar challenges.”

In his view at the forum, ‘Consolidating on Nigeria economic gains towards achieving top 20 globally,’ organised by Top 50 Brands Nigeria, Chidi Okoro, general manager, Africa, Lucozade Ribena Suntory, says “if you want to drive Nigerians to positive perception about Nigeria, change their mind perception.”

According to him, in other climes, the citizens assist to build the nation and will not tolerate foreigners running down their country. Okoro, who spoke in similar manner as Anya O. Anya, an elder statesman, who early this year regretted how Nigerians deride the country, urges Nigerians to believe in themselves and in Nigeria in order to evolve a new image for the country.

Also speaking at the forum, Jim Agbaje, a politician, challenges individuals to make positive impact, no matter how small in the society. “When an individual leads in a practical crusade, others will follow.”

He regrets that some people tend not to be bothered by bad behaviours of others, saying society still has the hangover from the military where the people remain docile until they are ordered to do something, describing it as a worrisome attitude. In his view, Nick Imudia of Microsoft Device Services West Africa, who agreed on what he termed collective growth, says individuals have the responsibility to live decently and contribute to economic growth.

Charles Ogbulogo, dean of post graduate studies, Covenant University, Ota, Ogun State, welcomes the discussion on nation brand and nation building, saying those societies that want change begin with discussions. Emphasising the importance of education, Ogbulogo says Nigeria needs to discover its destiny through education anchored on value. On maximising the youthful population, he says they should be made to be committed to the cause of nation building and they will follow.

Austin Okere, GMD, Computer Warehouse Group, is of the view that mentorship is necessary to equip the youth reach their potential or realise their dream, saying “there should be a mentorship for the youth to see the opportunities in challenges.”

In his speech, Taiwo Oluboyede, the organiser of the forum, says if the growth currently witnessed in Nigeria is sustained, the country will be among the top league sooner than projections, saying indicators show that Nigeria is open for business and with very good return on investment in spite of various challenges.

He uses the opportunity to unveil the top 50 brands in Nigeria. These are the brands that have shown tremendous leadership in their sectors and across the corporate Nigeria, and had earned sufficient brand equity.

Daniel Obi