Mohammed Idris, the Minister of Information and National Orientation Agency, has emphasised the importance of taking national brands seriously, highlighting that a country’s brand reputation is a vital asset, comparable to its financial, natural, and mineral resources.
Speaking at the unveiling of the Nigeria Reputation Management Group in Abuja on Tuesday, October 15, Idris noted that a country with a poor reputation often faces underestimation.
To build a strong reputation brand, Idris advised that the country should start by conducting an honest assessment of its strengths and weaknesses.
He said the thoughtful approach will enable the country to address its challenges and showcase its positive attributes, ultimately enhancing its national brand.
He said: “As you’re all aware, a country’s brand reputation is one of its core assets, alongside its financial and natural and mineral resources. However, the intangibility of brand reputation means that it is often not reckoned with or grossly underestimated in the accounting of a country’s primary assets.
“It is therefore important for Nigeria to take its national brand very seriously. I believe we can start by honestly assessing our strengths and weaknesses. Yes, we have our challenges and reputational weaknesses, but we also have significant strengths and untapped potential.”
He added: “There are various initiatives out there that rank countries on the strength of their national brand. One of these is the Nation Brands Index by IPSOS, which in 2023 ranked Japan as the most valuable nation brand in the world, upstaging Germany – which had held the position for the preceding six years – on the list of 60 countries ranked.
“Countries are ranked on that Index according to how they score on six primary indices, in the perceptions of respondents drawn from around the world: Exports, Governance, Culture, People, Tourism, and Immigration and Investment. Noteworthy is the fact that Japan steadily rose on that particular ranking, from 5th place in 2019 to 4th in 2020, 3rd in 2021, 2nd in 2022, and then 1st in 2023.”
While not claiming that this is an infallible or perfect ranking and should not be taken as an endorsement, the Minister however said he was only sharing a thought-provoking idea that should inspire useful conversations about how countries are perceived and how they position themselves to be perceived.
Quoting Simon Anholt, the brain behind the ranking, who said there is a direct link between the intangible asset of a national brand and tangible country characteristics like the ability to attract trade, investment, tourism, and talent, the minister said: “I see a self-reinforcing mechanism at play in this issue of national brand and reputation. A strong national brand attracts talent, tourists, and investors, and this combination in turn further strengthens the country, positioning it to attract even more positives. The reverse is also the case, a weak national brand will discourage investments and talent, depriving a country of what it needs for national development, an unfortunate scenario that further weakens perceptions of brand quality.”
He added: “In the area of culture, for example, Nigeria has one of the strongest brands in the world, especially on account of our music and our literature. Our films, fashion and food are also making impressive strides, and with more intentional support, can conquer the world just as boldly as our music is doing.
“It is against this backdrop that this commendable new effort by the Nigerian Institute of Public Relations is emerging. I must really commend the leadership of the Institute, under the President and Chairman of the Council, Dr. Ike Neliaku, for displaying strong and proactive leadership of the esteemed profession.”
On his part, the Minister of Foreign Affairs, Yusuf Tuggar called for a proactive approach to address the country’s reputation challenges.
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Tuggar insisted that the country must tell its own story in an honest and inspirational way.
He said: “To address these challenges, Nigeria must embrace a proactive approach to reputation management. This begins with effective communication. We must tell our own story before others tell it for us, and we must ensure that the story we tell is both honest and aspirational. National reputation is not about glossing over challenges or ignoring problems, but about framing those challenges within a broader narrative of progress, resilience, and potential.”
He also insisted that Nigerians have a key role to play as the image of a nation is not only shaped by its leaders.
According to him: “Importantly, our citizens have a key role to play. The image of any nation is not shaped solely by its leaders, diplomats, or businesses, but also by the actions, attitudes, and behaviours of its citizens. Nigerians, both at home and in the diaspora, are the primary ambassadors of our national brand. Every interaction, every social media post, and every business transaction contributes to how Nigeria is perceived globally. It is, therefore, essential that the government, the private sector, civil society and the broader citizenry work together to foster a sense of pride and responsibility among all Nigerians. This approach is a key aspect of the Diaspora pillar of the Tinubu Doctrine of 4-D Diplomacy.
“We must create an environment where citizens feel empowered to contribute positively to the national image. This can be achieved by ensuring that the government listens to, and acts upon, the needs and desires of its people. Perception is closely tied to reality, and no amount of communication can compensate for a failure to deliver on the basic needs of the populace. Whether it is in the areas of security, healthcare, education, or economic opportunity, the Nigerian government will continue to prioritise policies that improve the quality of life for its citizens.
“When the Nigerians feel heard, valued, and supported, they are more likely to engage constructively and to contribute to a positive national image. This is why we must continue to pursue reforms that promote good governance, transparency, and accountability, in line with President Bola Ahmed Tinubu’s 8-point Agenda. “A government that is responsive to the needs of its people will inevitably enjoy a better reputation, both domestically and internationally.
“In addition to addressing domestic concerns, Nigeria must also actively promote its national interests on the global stage. We must take advantage of platforms such as ECOWAS, the African Union, the United Nations, and the Commonwealth to advocate for policies that align with our values and priorities. By playing a leadership role in regional and international organisations, Nigeria can help shape the global agenda in ways that benefit not only our nation but the broader African continent.”
He said the country has been doing greatly to push its sphere of influence through the Technical Aid Corp (TAC). TAC has been sending out Nigerian Doctors, Engineers, and University lecturers as volunteers to African, Caribbean, and Pacific countries free of charge, since 1987.