Nation branding and reputation management: suffering and smiling in the 21st century - case study of the Federal Republic of Nigeria

Izegwire, I.I., 2021. Nation branding and reputation management: suffering and smiling in the 21st century - case study of the Federal Republic of Nigeria. PhD, Nottingham Trent University.

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Purpose: There have been calls for more clarity on the theoretical framework of nation brand reputation. For example, it is crucial to understand how a communicated nation brand identity translates into a more profound brand image over time. In response to this, this research explores the critical concepts of the building blocks of corporate reputation in a national setting by investigating the nation brand personality-identity and image-reputation from a multi-stakeholder perspective.

Design/methodology/approach: This study employs the qualitative case study approach, using an interpretivist orientation, to examine the Nigerian nation brand reputation in two stages. Stage one focuses on internal stakeholders (Nigerian citizens living in Nigeria) using semi-structured interviews and focus groups. Stage two uses semi-structured interviews and focus groups with external stakeholders (expatriates living in Nigeria for a minimum of five years).

Findings: The findings highlight how Nigeria’s national norms and ethos have contributed to the demise of its reputation globally. The results also suggest Nigeria’s nation brand is multifaceted (i) corrupt, unethical and inferior from a leadership standpoint (ii) invisible, distracted and lost due to numerous ethnic-tribes (iii) wealthy with regards to its diligent people, customs and traditions.

Research limitations/implications: The findings demonstrate different ethnic- tribes role in redefining a nation’s brand identity. An implication of this is the possibility of advancing the knowledge in two distinct areas - Nation branding and Reputation. However, some of the issues emerging from these findings relate specifically to ethnically diverse nations.

Practical implications: The study showed that leadership, not Western-International media as thought, is the chief active agent for nation brand reputation in Nigeria. This understanding will aid different types of local and national governments, especially those in the continental brand of Africa, to audit and deconstruct their national brands for strategic management and development.

Originality/value: This is the first in-depth study that connects and provides a well-balanced view of the theory of nation branding and reputation literature. The case analysis of the corporate-nation brand of Nigeria also presents a developing economy perspective of nation brand reputation. In summary, this study provides an original systematic "fundamental building block of nation brand reputation". Illustrating a new collaborative mechanism that engages individual citizens and governments to co-create new national values that can defend their anticipated reputation worldwide.

Item Type: Thesis
Creators: Izegwire, I.I.
Date: June 2021
Rights: This work is the intellectual property of the author. You may copy 5% of this work for private study or personal, non-commercial research. Any re-use of the information contained within this document should be fully referenced, quoting the author, title, university, degree level and pagination. Queries or requests for any use, or if a more substantial copy is required, should be directed to the owner(s) of the Intellectual Property Rights.
Divisions: Schools > Nottingham Business School
Record created by: Linda Sullivan
Date Added: 13 Jun 2023 10:36
Last Modified: 13 Jun 2023 10:36

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