ASSESSING NIGERIA’S NATIONAL REBRANDING STRATEGY AND ITS IMPACT ON INTERNATIONAL PERCEPTION

CHAPTER ONE INTRODUCTION 1.1 Background to the Study Nigeria, an oil-rich nation in sub-Saharan Africa, boasts a population exceeding 150 million people and occupies a prominent position as the sixth-largest oil producer globally. Despite these economic and demographic advantages, Nigeria has consistently struggled with a tarnished international image, largely due to persistent issues of corruption and sociopolitical instability. These challenges have significantly undermined the country's global reputation and reduced its appeal as a viable destination for foreign investment and tourism. Transparency International’s Corruption Perception Index (2004), as reported by ETV Channel 50 Enugu, ranked Nigeria as the third most corrupt country in the world, showing only a marginal improvement from its prior rankings as the second and most corrupt nations globally in 2000 and 2003, respectively. Politically, Nigeria attained independence on October 1, 1960. However, its post-independence history has been characterized by repeated military interventions. The First Republic lasted only six years before succumbing to a coup. The Second Republic was even shorter-lived, as military regimes repeatedly disrupted democratic governance. These frequent interruptions created a cycle of instability and prevented the entrenchment of democratic norms. The resulting insecurity and economic decline prompted mass emigration, as citizens sought better opportunities abroad. During periods of military dictatorship, Nigeria was frequently subjected to international sanctions and bans from major global organizations. The United States at one point labeled Nigeria as a hub for heroin trafficking and terrorism. The World Bank and International Monetary Fund (IMF) distanced themselves from Nigeria due to its dismal human rights record, while Japan imposed trade embargoes. Several European nations also restricted access to Nigerian goods and services. The country’s global standing deteriorated further, especially after defiant government-sponsored rallies rejected external criticism—actions that provoked condemnation and sanctions from the Commonwealth, the European Union, and other international bodies. Tensions between Nigeria and South Africa escalated when Nigeria boycotted the 1996 African Cup of Nations hosted by South Africa—a decision that significantly strained diplomatic relations (Vanguard, September 2, 1998). Domestically, corruption and fraudulent activities further exacerbated Nigeria’s image problems. Members of the political elite, alongside notorious fraudsters known locally as “419” scammers—named after the Nigerian criminal code for advance-fee fraud—became symbolic of the country’s internal decay. In more recent times, a wave of cybercriminals popularly referred to as "Yahoo Boys and Girls," many of whom are university students, have exploited the internet to perpetrate financial scams globally, thereby further tarnishing the nation's international reputation. In 2004, the United Nations Conference on Trade and Development (UNCTAD), at a public forum in Lagos, concluded that Nigeria’s poor global image was a critical barrier to attracting foreign direct investment (FDI). According to the UNCTAD report, Nigeria received only $1.2 billion in FDI in 2003 and $1.3 billion in 2002—figures disproportionately low considering the country’s vast economic potential. However, data from the Nigerian Investment Promotion Commission (NIPC) later indicated some improvement, with FDI inflows amounting to $35 billion between June and July 2005. These investments spanned various sectors, including oil and gas, telecommunications, ICT, manufacturing, and services. Nevertheless, the long tenure of military rule had left Nigeria with a legacy of weakened institutions, human rights abuses, and looted public funds. In an effort to reverse this trend and improve its international image, Nigeria’s return to civilian rule in 1999 signaled the beginning of strategic efforts aimed at national rebranding. In 2004, the administration of President Olusegun Obasanjo launched a national image initiative, which was later rebranded in 2005 by then-Minister of Information and National Orientation, Mr. Frank Nweke Jr., as the “Heart of Africa” (HoA) Project. Despite its noble intentions, the HoA project faced coordination challenges due to its bureaucratic complexity, involving multiple government ministries, agencies, and private sector experts in brand management. Unfortunately, public skepticism towards the initiative was high, with many Nigerians perceiving it as a wasteful government venture meant to siphon public funds. This skepticism hindered both public and private sector participation in the project. As a corrective measure, on March 17, 2009, then-Minister of Information and Communications, Prof. Dora Akunyili, officially launched the “Rebranding Nigeria Campaign” aimed at revitalizing the nation’s global reputation. 1.2 Statement of the Problem A nation’s image on the global stage plays a crucial role in shaping its diplomatic relations, economic engagements, and cultural interactions. Despite its demographic and economic potential, Nigeria has long grappled with negative global perceptions associated with corruption, insecurity, and poor governance (Agbaje & Adeyemi, 2020). These perceptions have not only deterred foreign investment but also diminished the country's soft power on the international scene. In response, the Nigerian government introduced the Rebranding Nigeria Project in 2009, aiming to showcase the nation’s positive attributes such as its cultural richness, entrepreneurial spirit, and resilient citizenry (Obikeze & Ezeokoli, 2019). However, more than a decade after its inception, critical questions remain regarding the effectiveness of this rebranding initiative. Despite various communication strategies and policy efforts, Nigeria continues to battle with reputational issues tied to cybercrime, electoral misconduct, human rights abuses, and weak institutional capacity (Nwosu & Uffoh, 2021). These persistent image challenges cast doubt on the strategy, implementation, and sustainability of the rebranding campaign. Furthermore, the absence of robust empirical assessments has limited our understanding of whether the campaign has had a meaningful impact on global perceptions of Nigeria. This research, therefore, aims to critically evaluate the Rebranding Nigeria Project in relation to its influence on international perceptions and explore the gaps and opportunities for a more effective national image strategy. 1.3 Objectives of the study The broad objective of the study is Nigeria’s National Rebranding Strategy and Its Impact on International Perception. The specific objectives is as follows i.To identify the factors shaping Nigeria's international image before and after ii.To examine the strategies of the Rebranding Nigeria Project. iii.To assess the impact of the rebranding project on Nigeria’s economic partnerships with other nations. iv.To explore the influence of the rebranding project on Nigeria’s political relations with foreign governments. 1.4 Research questions The following questions have been prepared to guide the study i.What are the factors shaping Nigeria's international image before and after rebranding project? ii.What are the strategies of the Rebranding Nigeria Project? iii.What is the impact of the rebranding project on Nigeria’s economic partnerships with other nations? iv.What is the influence of the rebra nding project on Nigeria’s political relations with foreign governments? 1.5 Scope of the study The study focus on Nigeria’s National Rebranding Strategy and Its Impact on International Perception. Empirically, the study will identify the factors shaping Nigeria's international image before and after rebranding, examine the strategies of the Rebranding Nigeria Project, assess the impact of the rebranding project on Nigeria’s economic partnerships with other nations and explore the influence of the rebranding project on Nigeria’s political relations with foreign governments. 1.6 significance of the study Findings of the study will assist policymakers in assessing the strengths and weaknesses of the Rebranding Nigeria Project, offering evidence-based recommendations for designing more effective and sustainable branding initiatives. This can guide the formulation of strategies to enhance Nigeria’s global reputation. Also, by revealling the successes and failures of the project, this research can help Nigeria strengthen its political and economic relations with international communities. A better global image can attract foreign investments, improve bilateral relations, and boost tourism. In addition, findings of the study will also be significant to the academic community as it will contribute to existing literature, add to library resources and serve as a guide to future researchers. 1.7 Research methodology Research methodology deals with the different ways or methods the researcher applied in order to carry out the research as well as the instrument used for gathering the data. There are several research methodologies appropriate for answering the research questions. The type of research methodology used in this research to gather data and relevant information is the historical research and the study will adopt descriptive method of data collection. This will involve the collection of materials from secondary sources, such as books, journal articles, magazines, internet sources, international and national conference proceedings, published and unpublished articles. 1.8 Definitions of terms Rebranding Nigeria Project: A government-led initiative launched in 2009 aimed at reshaping and improving Nigeria’s global image by highlighting its positive aspects and addressing negative stereotypes. International Communities: Refers to the collective global audience, including foreign governments, international organizations, investors, tourists, and citizens of other countries, who interact with and perceive Nigeria’s image. National Branding: The process by which a country strategically promotes a distinct and favorable image of itself to foreign audiences to achieve political, economic, and cultural objectives. Public Diplomacy: Governmental and non-governmental efforts to influence international public opinion through cultural exchange, media, and direct engagement to enhance a nation’s image and relationships. Global Perception: The general attitudes, beliefs, and opinions held by the international community about a country, influenced by media, diplomacy, and individual interactions. Communication Channels: The mediums and tools used to disseminate messages about the Rebranding Nigeria Project, including social media, traditional media, public relations campaigns, and international events. Stakeholders: Individuals, groups, or organizations involved in or affected by the Rebranding Nigeria Project, including government agencies, private businesses, international organizations, and Nigerian citizens. Sustainability: The capacity of the strategies employed in the Rebranding Nigeria Project to remain effective and impactful over a prolonged period without external support. Image Challenges: Refers to the negative stereotypes or issues, such as corruption, insecurity, or cybercrime, that undermine Nigeria’s reputation internationally.