Kenya moves to develop brand master plan

By Morris Aron

Interbrand Sampson East Africa, a global brand consultancy firm has won a tender to develop a brand master plan for Kenya.

According to Brand Kenya Board, which awarded the contract, Interbrand Sampson will develop a brand strategy to positively highlight the country’s key sectors including agriculture, quality of goods and services and the attractiveness of the Kenyan culture.

The Brand Kenya master plan project will also address priority areas such as tourism and investment opportunities, economic and foreign policies among other sectors.

investment hub

Mary Kamonye, Brand Kenya Board Chief Executive, said the master plan will play a role in positioning Kenya as the destination of choice for investors and tourists.

"The branding will increase the country’s competitiveness, exposure, interest and strongly impact on perceptions of products and services offered by Kenya on the global scene," Ms Kamonye said.

The implementation of the master plan is expected to enhance the image and reputation of the country and correct outdated perceptions, especially political instability that follow every general election in the country.

Kamonye says the master plan seeks to build on the peaceful referendum that saw Kenyans adopt a new constitution to promote the country both as an investment and tourism hub in the region.

Under the arrangement, Interbrand Sampson will develop the master plan project in partnership with Synovate, the country’s leading research agency.

Under the contract, Synovate will carry out an audit on perception of the Kenyan brand locally, while Interbrand will use its global network to carry out an international audit on the Kenyan brand.

Interbrand Sampson East Africa Executive Director Tom Sitati said the master plan will add value to the various development initiatives in the country.

"The branding of the country will help position Kenya as an emerging economy open for investments across all sectors," said Mr Sitati.