EXECUTIVE SUMMARY …
Brand Kenya Board is mandated by the Government to build a strong country brand that fosters national pride, patriotism and earns global recognition and preferences. Towards this, the Board has been undertaking initiatives to build the Kenyan brand since 2008. In order to assess the level of progress made towards achieving its mandate, the Board commissioned VAS Consultants Limited to undertake a National Brand Audit. The objective of the assignment was to establish the perceived image of Kenya brand by the residents of Kenya and Kenyans in the Diaspora.
Measuring the brand index provides an indication of how successful the Board has been in branding Kenya and informs the identification and implementation of appropriate initiatives geared towards improving the Kenyan brand. Further, the index will enable the Board to track changes over time thus enable evaluation of the impact of various programmes adopted.
The data collection was undertaken in the months of January and February, 2013 and targeted Kenyan nationals within the country, Kenyans in the Diaspora, foreign nationals in Kenya, investors (local and international) and key informant institutions. The findings indicate that national brand index is 72% out of a possible maximum of 100%.
For the Kenyans within, the areas that rated high as good included improvements in agriculture and infrastructure, inspiration of Kenyans to work towards the economic prosperity of the country, enhanced accountability as a result of the implementation of the 2010 Constitution, sporting nature of Kenyans, social values manifested in Kenyans, pride about being Kenyan, diverse cultures, natural resources and climate in Kenya, and education levels in the country. The aspects that were of concern included corruption, high prices of essential services and commodities, non ssue based politics, tribalism and food insecurity.
Kenyans in the Diaspora rated as good the cultural diversity in Kenya, prevailing peace in the country, natural resources in the country, sporting nature of Kenyans and social values portrayed 2013 National Brand Audit Report vi by Kenyans. They however, identified poor leadership, corruption, poor planning, food insecurity, high cost of living, tribalism, unemployment as some of the challenges Kenya is faced with.
The investors’ indicated that Kenya is a destination of choice for potential investors, a country with great economic prospects, a country with well developed information communication
technology infrastructure, and a country with adequate labour supply. Their concerns included taxation requirements which they consider not reasonable, poor road network, poor planning, limited investment in health services, tribalism, insecurity, political instability and high cost of doing business.
The foreign nationals in Kenya rated as good the economic potential of Kenya and considered the country a competitive investment destination.