Every nation exists as a brand with either positive or negative attributes and any other nation and individual that interact with it either will positively or negatively contribute to its nation image. A nation’s brand image may have evolved over many years, shaped by wars, religion, diplomacy or the lack of it, international sporting triumph or disasters, and by the brand itself. Zimbabwe as a nation is suffering from a negative image gained during 2000-2008 that has been characterised by inter alia the fast track land reform programme, political instability, corruption, hyperinflation, and so forth. The country has experienced a major transformation in its political environment that has had a positive effect on all sectors of national development. The new inclusive government, thriving on national unity has seen the people of Zimbabwe combining effort to work together to sustain the development of the country. The aim of this study was to investigate how nation branding for Zimbabwe can help the country to brand itself as a safe destination for tourists, investors, and visitors. The major question therefore, pertains to how all sectors in the economy of Zimbabwe can combine their efforts to brand Zimbabwe and make it compete more efficiently at all levels. Empirical findings revealed that tourist attractions have a positive relationship with nation branding. The empirical results also indicated that entertainment events have a positive relationship with nation branding. It can be recommended that Zimbabwe needs to identify tourist attractions and entertainment events to increase its nation branding. The empirical results of the study also indicated that nation branding has a positive relationship with nation building in Zimbabwe. It was also shown that nation branding has a positive relationship with good governance in Zimbabwe. These results indicate that it would be easier to build the Zimbabwean nation when its brand is strong. Good governance, on the other hand, will increase if the nation’s branding improves.

ABSTRACT “Almost all places are in trouble, but some are in more trouble than others" Kotler, Haider & Rein (1993) Kotler, Haider & Rein (1993) contend that all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies that perhaps frustrated by lack of pure strategy capacity to sell to governments, have fallen into the habit of i Sibonokuhle GUMPO - 34462481 pandering to this misconception and simply selling logos and slogans to any government prepared to buy them (Anholt, 2003). However faced with the urgent need to address the crippling impact of a negative image, countries like Zimbabwe cannot simply wait and expect things to turn out for the better. Kotler et al (1993) stress that places are not able to respond to negative images concerning their nations as quickly as negative perceptions are built, be it through media, word of mouth or other channels. As a result the importance of a pro-active response cannot be overemphasized. This study explores the current negative image of Zimbabwe and tries to define the root or source of this negative image. Having defined or spelt out what is thought to be the problem, the researcher than explores possible ways of how the stakeholders of Zimbabwe can rebrand their country reflecting on known success stories. Kotler et al (1993) contend that the central tenet of marketing places is that in spite of the powerful internal and external forces that buffet them, places have within their collective resources and people the capacity to improve their relative competitive positions. Zimbabweans in general believe that their situation has been sensationalised by the media and is not a reflection of what is on the ground. By adopting a proactive stance in rebranding their country, Zimbabweans will perhaps finally realise that when it comes to image, “being in possession of the truth is not enough, the truth has to be sold” (Anholt,all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies ABSTRACT “Almost all places are in trouble, but some are in more trouble than others" Kotler, Haider & Rein (1993) Kotler, Haider & Rein (1993) contend that all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies that perhaps frustrated by lack of pure strategy capacity to sell to governments, have fallen into the habit of i Sibonokuhle GUMPO - 34462481 pandering to this misconception and simply selling logos and slogans to any government prepared to buy them (Anholt, 2003). However faced with the urgent need to address the crippling impact of a negative image, countries like Zimbabwe cannot simply wait and expect things to turn out for the better. Kotler et al (1993) stress that places are not able to respond to negative images concerning their nations as quickly as negative perceptions are built, be it through media, word of mouth or other channels. As a result the importance of a pro-active response cannot be overemphasized. This study explores the current negative image of Zimbabwe and tries to define the root or source of this negative image. Having defined or spelt out what is thought to be the problem, the researcher than explores possible ways of how the stakeholders of Zimbabwe can rebrand their country reflecting on known success stories. Kotler et al (1993) contend that the central tenet of marketing places is that in spite of the powerful internal and external forces that buffet them, places have within their collective resources and people the capacity to improve their relative competitive positions. Zimbabweans in general believe that their situation has been sensationalised by the media and is not a reflection of what is on the ground. By adopting a proactive stance in rebranding their country, Zimbabweans will perhaps finally realise that when it comes to image, “being in possession of the truth is not enough, the truth has to be sold” (Anholt, / Graduate School of Business Leadership / MBL

ABSTRACT “Almost all places are in trouble, but some are in more trouble than others" Kotler, Haider & Rein (1993) Kotler, Haider & Rein (1993) contend that all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies that perhaps frustrated by lack of pure strategy capacity to sell to governments, have fallen into the habit of i Sibonokuhle GUMPO - 34462481 pandering to this misconception and simply selling logos and slogans to any government prepared to buy them (Anholt, 2003). However faced with the urgent need to address the crippling impact of a negative image, countries like Zimbabwe cannot simply wait and expect things to turn out for the better. Kotler et al (1993) stress that places are not able to respond to negative images concerning their nations as quickly as negative perceptions are built, be it through media, word of mouth or other channels. As a result the importance of a pro-active response cannot be overemphasized. This study explores the current negative image of Zimbabwe and tries to define the root or source of this negative image. Having defined or spelt out what is thought to be the problem, the researcher than explores possible ways of how the stakeholders of Zimbabwe can rebrand their country reflecting on known success stories. Kotler et al (1993) contend that the central tenet of marketing places is that in spite of the powerful internal and external forces that buffet them, places have within their collective resources and people the capacity to improve their relative competitive positions. Zimbabweans in general believe that their situation has been sensationalised by the media and is not a reflection of what is on the ground. By adopting a proactive stance in rebranding their country, Zimbabweans will perhaps finally realise that when it comes to image, “being in possession of the truth is not enough, the truth has to be sold” (Anholt,all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies ABSTRACT “Almost all places are in trouble, but some are in more trouble than others" Kotler, Haider & Rein (1993) Kotler, Haider & Rein (1993) contend that all places are in trouble now, or will be in the near future. The onset of globalisation of the world's economy, country political dynamics and the accelerating pace of technological changes are some of the forces that require all places to learn how to compete on the world arena. Porter (1990) states that the framework for understanding a company’s sources of competitive advantage can be extended to the level of nations. It is basically concerned with the question as to why some nations succeed in global competition when others fail. Nations must learn how to think more like businesses if they are to survive and should begin by identifying their competitive advantages and building on them. As countries compete for inward investment, tourism and export of goods and services- success or failure can accurately be chartered, and questions of reputation, image, identity and hence marketing and branding become central to the competitive edge (Olins, 1999). Faced with the challenge of a negative image, a country must adopt a proactive stance to correct this image. This is where the question of country branding comes in. Branding a country for many is misconstrued and interpreted to simply mean designing a new logo for their country and possibly a slogan to go underneath it. However country-banding proponents highlight that there is a difference between nation branding and tourism promotion. It helps even less that there are so many communications agencies that perhaps frustrated by lack of pure strategy capacity to sell to governments, have fallen into the habit of i Sibonokuhle GUMPO - 34462481 pandering to this misconception and simply selling logos and slogans to any government prepared to buy them (Anholt, 2003). However faced with the urgent need to address the crippling impact of a negative image, countries like Zimbabwe cannot simply wait and expect things to turn out for the better. Kotler et al (1993) stress that places are not able to respond to negative images concerning their nations as quickly as negative perceptions are built, be it through media, word of mouth or other channels. As a result the importance of a pro-active response cannot be overemphasized. This study explores the current negative image of Zimbabwe and tries to define the root or source of this negative image. Having defined or spelt out what is thought to be the problem, the researcher than explores possible ways of how the stakeholders of Zimbabwe can rebrand their country reflecting on known success stories. Kotler et al (1993) contend that the central tenet of marketing places is that in spite of the powerful internal and external forces that buffet them, places have within their collective resources and people the capacity to improve their relative competitive positions. Zimbabweans in general believe that their situation has been sensationalised by the media and is not a reflection of what is on the ground. By adopting a proactive stance in rebranding their country, Zimbabweans will perhaps finally realise that when it comes to image, “being in possession of the truth is not enough, the truth has to be sold” (Anholt, / Graduate School of Business Leadership / MBL

How a country is perceived by foreign investors is becoming increasingly significant to the ability of individual countries to attract foreign direct investment into their economies. In Africa, existing negative perceptions of the continent as an investment destination have been considered as an obstacle for foreign direct investment inflows to the continent in general. Although Zimbabwe offers foreign investors multiple lucrative investment opportunities, attracting foreign direct investment to the country presents a unique challenge due to the image of the country post the 1998-2008 economic crisis. Despite the vast research on the determinants of foreign direct inflows to particular countries, little is known about whether non-financial image-related factors influence the inflow of foreign direct investment to a particular country, especially a country with a unfavourable global image like Zimbabwe. The primary objective of this study was therefore to determine the perceived non-financial nation brand image factors considered to be influential for attracting specific foreign direct investment inflow opportunities in Zimbabwe. A comprehensive literature review resulted in the identification of nine independent variables (tourism, governance, people, culture and heritage, exports, investment and immigration, factor endowments, infrastructure, and legal and regulation frameworks), as well as four dependent variables (market-, resource-, efficiency- and strategic asset-seeking foreign direct investment inflow opportunities in Zimbabwe). A hypothesised model was developed in order to examine whether the independent variables have an influence on the dependent variables, and as a result nine hypotheses were formulated to test the relationships between the nine independent variables and each of the four dependent variables. A cross-sectional, quantitative deductive approach to research was employed in order to generate the data required for hypothesis testing. Purposive sampling techniques were employed to draw the sample frame for the study. A self-administered online survey was conducted, and generated empirical data from a final sample comprised of 305 investors who had applied to invest in Zimbabwe through the Zimbabwe Investment Authority between January 2009 and April 2015. Data was analysed using STATISTICA 12 software. Exploratory factor analysis was utilised to extract the constructs and validate the measuring instrument. Cronbach’s alpha coefficients were calculated in order to test the reliability and internal consistency of the measuring instrument. As a result, a total of six valid and reliable independent variables, and four dependent variables were retained for further analysis. The results of the Pearson product-moment correlation coefficients revealed mostly moderate correlations. The Multi-Collinearity diagnostics test confirmed the absence of collinearity between the independent variables and dependent variables respectively. Subsequently, the results of the four sets of multiple regression analyses, disclosed thirteen statistically significant relationships between the six independent variables and the four categorical dependent variables. Tourism had significant relationships with market-, efficiency- and strategic asset-seeking FDI inflow opportunities. Government actions had significant relationships with resource- and strategic asset-seeking FDI inflow opportunities. People had significant relationships with resource- and efficiency- seeking FDI inflow opportunities. Export had significant relationships with market-, resource-, efficiency- and strategic asset-seeking FDI inflow opportunities. Regulatory framework had significant relationships with market- and resource-seeking FDI inflow opportunities. The results of the Analysis of Variance revealed that investor status can be used to predict which non-financial nation brand image determinants played a role in the ultimate decision for taking up foreign direct investment opportunities in Zimbabwe. Further analysis of the role that the demographic profiles of the investors played in predicting which non-financial nation brand image determinants are considered influential in taking up foreign direct investment opportunities in Zimbabwe was confirmed in the Multivariate Analysis of Variance with thirty-four statically significant relationships identified. Further analysis by means of post-hoc Scheffé testing and Cohen’s d-values calculations confirm that thirty-nine practically significant mean differences were evident. This study makes a novel contribution to the empirical body of nation branding, foreign direct investment and investment promotion research by developing and testing a hypothetical model that synthesises facets of the three fields of study. This study represents a new discourse in the identification of the determinants of FDI (that being non-financial determinants) and provides an explanatory framework for the non-financial nation brand image determinants influencing each type of FDI inflow opportunity sought in Zimbabwe. It is within this framework that recommendations, based on empirical evidence, are made for the Government of Zimbabwe and the Zimbabwe Investment Authority. Some of these recommendations could be implemented within the short-term, while others may be more strategic in the long term. Recommendations made include that the Government of Zimbabwe undertakes significant policy reviews, continues its engagement with key external stakeholders such as other governments, supra-national financial institutions, and foreign investors, as well as adhering to existing favourable FDI policies. It is also recommended that the Zimbabwe Investment Authority adopt an intermediary role, by linking the Government of Zimbabwe with potential foreign investors through investor targeting, as well as promoting Zimbabwe as an investment destination by engaging in image-building activities such as public diplomacy, investor relations, specialised advertising and hosting investor forums with multiple, distinct investor segments. These image-building activities should be centered on the non-financial nation brand image determinants that foreign investors consider to be influential to foreign direct investment in Zimbabwe, and should be geared towards improving and managing the perceived image of Zimbabwe as an investment destination.

Thesis (DTech (Marketing))--Cape Peninsula University of Technology, 2013. / During the past few decades, nation branding has emerged as one of the key strategies for national economic development. Many nations across the world, both developed and developing, have embraced the concept as they compete against each other for export markets, foreign direct investment, tourists, scarce human resources and international leverage and influence. Nation branding has now become one of the critical drivers for country differentiation and the creation of sustainable competitive advantages for nations. This thesis explores the concept of nation branding and investigates its applicability to Zimbabwe, a country which has been riddled with various socio-economic and political challenges during the past two decades. The main purpose of the thesis was to develop a model that can be used to re-brand Zimbabwe. This research study adopted a mixed-methods approach through the amalgamation of both qualitative and quantitative research methodologies. A survey questionnaire was administered to respondents who included Zimbabweans as well as people who are not Zimbabwean citizens. The qualitative phase of the research study consisted of depth interviews with various branding practitioners, managers in both the private and public sectors and academics inside and outside of Zimbabwe. Four summarised case studies were also carried out in order to draw lessons from cases of successful and unsuccessful nation branding programmes in different parts of the world. According to the research findings, Zimbabwe has a negative image on the global map. The country needs to be re-branded and the majority of Zimbabweans are willing to be part of this process. However, for the re-branding initiative to be successful there should be a comprehensive transformation of the country's socio-political, economic and legal systems in order to create an enabling environment that is conducive for the effective application of nation branding strategies. The findings further reinforce the notion that re-branding should be part of a broader national economic development strategy for the country. The thesis concludes with the propagation of two models viz, the transformative process model for the re-branding of Zimbabwe and the re-branding as a transformative learning process model.