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© May 20132013 NATIONAL BRAND AUDITREPORTMake it here
2013 National Brand Audit Report iTABLE OF CONTENTS PAGEABBREVIATIONS .......................................................
2013 National Brand Audit Report iiList of TablesTable 1: Kenya’s Global Competitiveness Index...............................
2013 National Brand Audit Report iiiFigure 20: Perception of Kenyans within the country about their values...................
2013 National Brand Audit Report ivABBREVIATIONSBKB _ Brand Kenya BoardBoard _ Brand Kenya BoardGCI _ Global Competitivene...
2013 National Brand Audit Report vEXECUTIVE SUMMARYBrand Kenya Board is mandated by the Government to build a strong count...
2013 National Brand Audit Report viby Kenyans. They however, identified poor leadership, corruption, poor planning, food i...
2013 National Brand Audit Report vii7. The Board to consider creating awareness among the public about its existence andop...
2013 National Brand Audit Report 1CHAPTER ONEINTRODUCTION1.1 BACKGROUND1.1.1 Brand Kenya BoardThe Brand Kenya Board (BKB) ...
2013 National Brand Audit Report 2 Build national support for the brand within Kenya with the cooperation of theGovernmen...
2013 National Brand Audit Report 3ii. To determine who Kenyans consider to be the key brand ambassadors for the country an...
2013 National Brand Audit Report 4GCI 2012-2013 2011-2012 2010-2011Score (1–7 Higher the better) 3.7 3.8 3.6Ranking 106/14...
2013 National Brand Audit Report 5The Future Brand’s Country Brand Index 2011 – 2012 report ranked Kenya at 77thposition o...
2013 National Brand Audit Report 6Journal indicates that public health spending is not benefitting the poor, and the Gover...
2013 National Brand Audit Report 7CHAPTER TWORESEARCH METHODS2.1 SURVEY DESIGNIn carrying out the National Brand Audit, bo...
2013 National Brand Audit Report 8Five-point Likert scale was used for the closed- ended questions. The four different que...
2013 National Brand Audit Report 9 Respondent’s perception on Kenya’s areas of excellence and areas of failure Responden...
2013 National Brand Audit Report 102.4 QUESTIONNAIRES ADMINISTRATIONThe approved questionnaires were administered to Kenya...
2013 National Brand Audit Report 112.7 DATA ANALYSISThe completed questionnaires were inspected for completeness, coded an...
2013 National Brand Audit Report 12For each of the statements, the scores were summed up and divided by the maximum possib...
2013 National Brand Audit Report 13For quality control, the questionnaires were inspected for completeness, serialised for...
2013 National Brand Audit Report 14CHAPTER THREESURVEY FINDINGS3.1 RESPONSESThe number of respondents for the various cate...
2013 National Brand Audit Report 15Figure 1: Kenyans within the Country Distribution by Regionii. Distribution of Responde...
2013 National Brand Audit Report 16Figure 3: Kenyans within the Country Distribution by Genderiv. Distribution of Responde...
2013 National Brand Audit Report 173.2.2 Foreign Nationals in Kenyai. Distribution of Respondents by their Home CountryTab...
2013 National Brand Audit Report 18Figure 5: Foreign Nationals in the Country Distribution by Ageiii. Distribution of Resp...
2013 National Brand Audit Report 193.2.3 Investors in Kenyai. Distribution Respondents by whether Local or International I...
2013 National Brand Audit Report 20Figure 9: Respondents’ Distribution by Investment Sectoriii. Distribution of Investor R...
2013 National Brand Audit Report 21Figure 10: Distribution by Duration of Investment in Kenya3.2.4 Kenyan Nationals in the...
2013 National Brand Audit Report 22Figure 11: Distribution of Kenyan in the Diaspora Respondents by Ageiii. Distribution o...
2013 National Brand Audit Report 233.3 KENYAN NATIONALS WITHIN THE COUNTRY3.3.1 Rating of elements covered under the vario...
2013 National Brand Audit Report 24ii. Kenya’s politicsThe elements evaluated under Kenya’s politics were rated as present...
2013 National Brand Audit Report 25iii. Trust for people and institutionsThe respondents’ level of trust for the various p...
2013 National Brand Audit Report 26Table 17: Strengths and Weaknesses of Kenya as rated by Kenyan’s Within the CountryMajo...
2013 National Brand Audit Report 27v. Kenyan’s expectations on social sphereThe various responses to aspects covered under...
2013 National Brand Audit Report 28vi. Prospects and opportunities in KenyaKenyans within the country’s perceptions on the...
2013 National Brand Audit Report 29Most aspects evaluated were rated favourably by over 50% of the respondents. However, 2...
2013 National Brand Audit Report 30The survey also evaluated the likes and dislikes of the respondents about being Kenyan ...
2013 National Brand Audit Report 31ensure that the 2013 elections would be successful with a similar percentage indicating...
2013 National Brand Audit Report 323.3.3 Kenya’s Brand Ambassadors and Brand DestroyersThe Kenyans within the country who ...
2013 National Brand Audit Report 33ii. National iconsNational Icon Reason GivenFort Jesus - Historical siteTsavo national ...
2013 National Brand Audit Report 34Figure 24: Source of Information about the “Nitakuwepo Campaign”The survey also sought ...
2013 National Brand Audit Report 35(i) Increase the number of such campaigns(ii) Cover issues affecting Kenyans in such ca...
2013 National Brand Audit Report 36Figure 26: Source of Information about Brand Kenya BoardMany respondents got to know Br...
2013 National Brand Audit Report 373.4 FOREIGN NATIONALS WITHIN THE COUNTRYi. Kenya’s politicsForeign nationals within the...
2013 National Brand Audit Report 38ii. Kenya’s EconomyThe responses on perception about Kenya’s economy and their values a...
2013 National Brand Audit Report 39Sixty four percent (64%) of the respondents expect that the youth will be more involved...
2013 National Brand Audit Report 40v. Awareness, Strengths and Weaknesses of KenyaFigure 32 captures the elements evaluate...
2013 National Brand Audit Report 41However, 57% of the respondents indicated that Kenya is a country of corrupt people whe...
2013 National Brand Audit Report 42viii. Kenya’s placesAll the aspects evaluated were rated above 80% by the respondents. ...
2013 National Brand Audit Report 433.5 INVESTORS IN KENYA3.5.1 Rating of Elements Covered Under the Various Variablesi. Ke...
2013 National Brand Audit Report 44ii. Regulatory EnvironmentThe investors rating of the Kenyan regulatory environment is ...
2013 National Brand Audit Report 45iv. Kenya’s Human TalentThe Investors rating of the Kenyan human talent is shown in Tab...
2013 National Brand Audit Report 46investors indicated that Kenya has large market that allows firms to exploit economies ...
2013 National Brand Audit Report 47Table 20: Factors Influencing Investors Choice of Country for InvestmentAll the factors...
2013 National Brand Audit Report 483.6 KENYAN NATIONALS IN THE DIASPORA3.6.1 Rating of Elements Covered Under the Various ...
2013 National Brand Audit Report 49ii. Prospects for KenyaThe responses on perception about Kenya’s prospects are captured...
2013 National Brand Audit Report 50The survey also evaluated the likes and dislikes of the Kenyans in the diaspora about b...
2013 National Brand Audit Report 513.6.3 National Symbols and IconsAsked the objects, items and places they consider to be...
2013 National Brand Audit Report 523.6.5 Kenyans in the Diaspora’s Perception on Their Roles in Changing KenyaThe responde...
2013 National Brand Audit Report 533.7 KEY INFORMANT INTERVIEWS FINDINGSDiscussions were held with representatives of the ...
2013 National Brand Audit Report 54e. Kenya’s Brand Ambassadors and Driversi Athletes;ii Wildlife;iii Kenyan products like...
2013 National Brand Audit Report 553.8 FOCUS GROUP DISCUSSION FINDINGSA focus group discussion was held in Nairobi and bro...
2013 National Brand Audit Report 56viii.Best infrastructure in east Africa e.g. hospitals.ix. Growth in democracy.e. Weakn...
2013 National Brand Audit Report 57h. Brand destroyersPoliticians were the sole brand destroyers identified by the partici...
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2013 NATIONAL BRAND AUDIT REPORT

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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.

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Transcript of "2013 NATIONAL BRAND AUDIT REPORT"

  1. 1. © May 20132013 NATIONAL BRAND AUDITREPORTMake it here
  2. 2. 2013 National Brand Audit Report iTABLE OF CONTENTS PAGEABBREVIATIONS ............................................................................................................................................... IVEXECUTIVE SUMMARY...................................................................................................................................... VCHAPTER ONE: INTRODUCTION....................................................................................................................... 11.1 BACKGROUND............................................................................................................................................. 11.2 PURPOSE AND OBJECTIVES OF THE ASSIGNMENT............................................................................... 21.3 CONCEPTUAL FRAMEWORK..................................................................................................................... 31.4 THE KENYA NATIONAL BRAND AUDIT ................................................................................................... 6CHAPTER TWO: RESEARCH METHODS............................................................................................................. 72.1 SURVEY DESIGN........................................................................................................................................... 72.2 POPULATION AND SAMPLING................................................................................................................... 72.3 DEVELOPMENT OF DATA COLLECTION TOOLS.................................................................................... 72.4 QUESTIONNAIRES ADMINISTRATION .................................................................................................. 102.5 FOCUS GROUP DISCUSSIONS................................................................................................................. 102.6 KEY INFORMANT INTERVIEWS ............................................................................................................... 102.7 DATA ANALYSIS.......................................................................................................................................... 11CHAPTER THREE: SURVEY FINDINGS............................................................................................................. 143.1 RESPONSES.................................................................................................................................................. 143.2 RESPONDENTS’ DEMOGRAPHIC DATA................................................................................................. 143.2.1 Kenyans within the Country...........................................................................................................................................143.2.2 Foreign Nationals in Kenya............................................................................................................................................173.2.3 Investors in Kenya ..........................................................................................................................................................193.2.4 Kenyan Nationals in the Diaspora.................................................................................................................................213.3 KENYAN NATIONALS WITHIN THE COUNTRY .................................................................................... 233.3.1 Rating of elements covered under the various variables....................................................................................................233.3.2 Perceptions and Attitudes on the 2013 General Elections..............................................................................................303.3.3 Kenya’s Brand Ambassadors and Brand Destroyers........................................................................................................323.3.4 Kenya’s National Symbols and Icons..............................................................................................................................323.3.5 Recall and Impact of the “Nitakuwepo Campaign”........................................................................................................333.3.6 Awareness and perception of Brand Kenya Board ..........................................................................................................353.4 FOREIGN NATIONALS WITHIN THE COUNTRY................................................................................... 373.5 INVESTORS IN KENYA ............................................................................................................................... 433.5.1 Rating of Elements Covered Under the Various Variables..............................................................................................433.5.2 Investors Source of information.......................................................................................................................................463.5.3 Factors Influencing Investors’ Choice of Country for Investment.....................................................................................463.5.4 Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment................................................473.6 KENYAN NATIONALS IN THE DIASPORA............................................................................................... 483.6.1 Rating of Elements Covered Under the Various Variables..............................................................................................483.6.2 Kenya’s Ambassadors and Brand destroyers as perceived by Kenyans in the diaspora.....................................................503.6.3 National Symbols and Icons............................................................................................................................................513.6.4 Areas where Kenya is excelling as well as Areas it is failing............................................................................................513.6.5 Kenyans in the Diaspora’s Perception on Their Roles in Changing Kenya......................................................................523.7 KEY INFORMANT INTERVIEWS FINDINGS............................................................................................ 533.8 FOCUS GROUP DISCUSSION FINDINGS................................................................................................ 553.9 OVERALL NATIONAL BRAND INDEX (NBI)............................................................................................ 583.10 SUMMARY OF KEY FINDINGS................................................................................................................... 61CHAPTER FOUR: CONCLUSION AND RECOMMENDATIONS........................................................................ 634.1 CONCLUSION............................................................................................................................................. 634.2 RECOMMENDATIONS............................................................................................................................... 63APPENDICES ...................................................................................................................................................... 66APPENDIX I: KENYAN NATIONALS WITHIN THE COUNTRY QUESTIONNAIRE......................................................................... 66APPENDIX II: KENYAN NATIONALS IN THE DIASPORA QUESTIONNAIRE ............................................................................... 76APPENDIX III: FOREIGN NATIONALS IN KENYA QUESTIONNAIRE ......................................................................................... 80APPENDIX IV: INVESTORS QUESTIONNAIRE........................................................................................................................ 86APPENDIX V: KENYAN CITIZENS FGD /KEY INFORMANT INTERVIEW GUIDE........................................................................ 91APPENDIX VI: LIST OF SAMPLED INTERNATIONAL INVESTORS IN KENYA.............................................................................. 92
  3. 3. 2013 National Brand Audit Report iiList of TablesTable 1: Kenya’s Global Competitiveness Index.................................................................................................................. 4Table 2: Kenya’ Scores in the GCI Factors .......................................................................................................................... 4Table 3: Respondents’ Response Rate................................................................................................................................14Table 4: Distribution of Foreign Nationals Respondents by their Home Country..........................................................17Table 5: Distribution of Kenyans in the Diaspora Respondents by Country of Residence.............................................21Table 6: Kenyans within the country’s level of patriotism and beliefs..............................................................................29Table 7: Likes and dislikes about being Kenyan national..................................................................................................30Table 8: Kenyans within the Country’s Perception and Attitudes on the 2013 General Elections ................................30Table 9: Brand Ambassadors ..............................................................................................................................................32Table 10: Brand Destroyers.................................................................................................................................................32Table 11: National Symbols................................................................................................................................................32Table 12: National Icons.....................................................................................................................................................33Table 13: Views on the “Nitakuwepo Campaign”.............................................................................................................34Table 14: Investors Perception/Image of Kenya...............................................................................................................43Table 15: Regulatory Environment as rated by Investors.................................................................................................44Table 16: Infrastructural Development as rated by Investors...........................................................................................44Table 17: Kenya’s Human Talent as rated by Investors....................................................................................................45Table 18: Kenya’s Operating Environment as rated by Investors ....................................................................................45Table 19: Investors’ Rating of the Importance of Source of Information.......................................................................46Table 20: Factors Influencing Investors Choice of Country for Investment...................................................................47Table 21: Kenya’s Performance in Factors Influencing Investors Choice of Country for Investment...........................47Table 22: Perception of Kenyans in the Diaspora about the Country’s Prospects...........................................................49Table 23: Kenyans in the Diaspora’ Attitude towards Kenya............................................................................................49Table 24: Kenyans in the Diaspora’s Likes and Dislikes about being Kenyan National..................................................50Table 25: Brand Ambassadors and Destroyers as Provided by Kenyans in the Diaspora.................................................50Table 26: National Symbols and Icons as Provided by Kenyans in the Diaspora.............................................................51Table 27: Kenya’s Areas of Excellence and Failure............................................................................................................51Table 28: Scores for Variables Considered for Kenyans within the Country...................................................................59Table 29: Scores for Variables Considered for Investors in Kenya...................................................................................59Table 30: Scores for Variables Considered for Foreign Nationals in Kenyan..................................................................59Table 31: National Brand Index.........................................................................................................................................60List of FiguresFigure 1: Kenyans within the Country Distribution by Region........................................................................................15Figure 2: Kenyans within the Country Distribution by Age..............................................................................................15Figure 3: Kenyans within the Country Distribution by Gender .......................................................................................16Figure 4: Kenyans within the Country Distribution by Highest Level of Education Attained........................................16Figure 5: Foreign Nationals in the Country Distribution by Age .....................................................................................18Figure 6: Foreign Nationals in the Country Distribution by Gender...............................................................................18Figure 7: Foreign Nationals in the Country Distribution by Residence Status................................................................18Figure 8: Distribution Respondents by whether Local or International Investor ............................................................19Figure 9: Respondents’ Distribution by Investment Sector...............................................................................................20Figure 10: Distribution by Duration of Investment in Kenya...........................................................................................21Figure 11: Distribution of Kenyan in the Diaspora Respondents by Age.........................................................................22Figure 12: Diaspora Respondents Distribution by Gender...............................................................................................22Figure 13: Diaspora Respondents Distribution by Highest Level of Education Attained ...............................................22Figure 14: Kenyans within the Country’s Expectations about the Economy ...................................................................23Figure 15: Kenyans within the Country’s Perception about the Country’s Politics.........................................................24Figure 16: Kenyans within the Country’s Level of Trust for People and Institutions......................................................25Table 17: Strengths and Weaknesses of Kenya as rated by Kenyan’s Within the Country..............................................26Figure 18: Kenyans within the Country’s Expectations on the Country’s Social Sphere ................................................27Figure 19: Kenyans within the Country’s Perceptions on the Prospects and Opportunities in the Country.................28
  4. 4. 2013 National Brand Audit Report iiiFigure 20: Perception of Kenyans within the country about their values.........................................................................28Figure 21: Kenyans within the country level of pride about Kenya ..................................................................................29Figure 22: Perception on Whether There will be Violence During General Elections....................................................31Figure 23: Recall of the “Nitakuwepo Campaign”.............................................................................................................33Figure 24: Source of Information about the “Nitakuwepo Campaign”............................................................................34Figure 25: Awareness of Brand Kenya Board.....................................................................................................................35Figure 26: Source of Information about Brand Kenya Board...........................................................................................36Figure 27: Respondents Perception about Performance of BKB ......................................................................................36Figure 28: Perception of Foreign Nationals in the Country about Kenya’s Politics.........................................................37Figure 29: Foreign Nationals in the Country Perception about Kenya’s Economy..........................................................38Figure 30: Foreign Nationals’ Expectations about Kenya’s Social Sphere........................................................................38Figure 31: Foreign Nationals in the Country Perception about Kenya’s People and Values...........................................39Figure 32: Awareness, Strengths and Weaknesses of Kenya as rated by Foreign Nationals in the Country...................40Figure 33: Foreign Nationals in the Country Attitudes towards Kenya............................................................................41Figure 34: Foreign Nationals in the Country Perception about Kenya’s Culture............................................................41Figure 35: Foreign Nationals in the Country Perception about Kenya’s Places...............................................................42Figure 36: Perception of Kenyans in the Diaspora about Strengths of Kenya..................................................................48Figure 37: Kenyans in the Diaspora’s Pride about Being Kenyans....................................................................................49
  5. 5. 2013 National Brand Audit Report ivABBREVIATIONSBKB _ Brand Kenya BoardBoard _ Brand Kenya BoardGCI _ Global Competitiveness IndexICT _ Information Communication TechnologyIT _ Information TechnologyNBI _ National Brand IndexSPSS _ Statistical Package for Social Sciences
  6. 6. 2013 National Brand Audit Report vEXECUTIVE SUMMARYBrand Kenya Board is mandated by the Government to build a strong country brand that fostersnational pride, patriotism and earns global recognition and preferences. Towards this, the Boardhas been undertaking initiatives to build the Kenyan brand since 2008. In order to assess the levelof progress made towards achieving its mandate, the Board commissioned VAS ConsultantsLimited to undertake a National Brand Audit. The objective of the assignment was to establish theperceived 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 inbranding Kenya and informs the identification and implementation of appropriate initiativesgeared towards improving the Kenyan brand. Further, the index will enable the Board to trackchanges 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 targetedKenyan nationals within the country, Kenyans in the Diaspora, foreign nationals in Kenya,investors (local and international) and key informant institutions. The findings indicate thatnational 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 agricultureand 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, sportingnature of Kenyans, social values manifested in Kenyans, pride about being Kenyan, diversecultures, natural resources and climate in Kenya, and education levels in the country. The aspectsthat were of concern included corruption, high prices of essential services and commodities, non-issue based politics, tribalism and food insecurity.Kenyans in the Diaspora rated as good the cultural diversity in Kenya, prevailing peace in thecountry, natural resources in the country, sporting nature of Kenyans and social values portrayed
  7. 7. 2013 National Brand Audit Report viby 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 countrywith great economic prospects, a country with well developed information communicationtechnology infrastructure, and a country with adequate labour supply. Their concerns includedtaxation requirements which they consider not reasonable, poor road network, poor planning,limited investment in health services, tribalism, insecurity, political instability and high cost ofdoing business.The foreign nationals in Kenya rated as good the economic potential of Kenya and considered thecountry a competitive investment destination. They also indicated that Kenyans have good values;Kenya is a destination of choice for tourists; Kenya is a country with talented people and richcultural heritage; they would gladly continue living in or visit Kenya; and that they wouldrecommend Kenya as a holiday destination to their families and friends. However, they cited non-issue based politics, poor governance, tribalism and corruption as some of the main issues Kenyaneeds to deal with.To address the issues identified in the survey, the following recommendations are proposed:1. The Board to consider incorporating various Kenyan cultures in its promotion activities.2. The Board to consider organizing events to recognize and reward brand ambassadors.3. Brand Kenya Board could liaise with major exporters of Kenyan products to ensure theproducts have a common Kenyan brand as a way of promoting the country.4. The Board to consider championing initiatives aimed at synchronizing the works of thevarious agencies that touch on the branding of the country so as to ensure a commonapproach to promotion of the country.5. The Board, in liaison with other relevant organizations, to consider enhancing campaignsgeared towards promoting positive ethnicity to reduce the level of tribalism in Kenya.6. The Board should formulate and implement brand ambassador programme thatincorporates the identified brand ambassadors, icons and foreign nationals in Kenya.
  8. 8. 2013 National Brand Audit Report vii7. The Board to consider creating awareness among the public about its existence andoperations.8. Relevant government agencies to put in place and fast track implementation of appropriatepolicies to address the following:i. Quality in the education sector.ii. Unemployment.iii. Health services.iv. Housing.v. Poverty.9. Relevant government agencies responsible for promotion of agriculture in the country tocraft and enhance implementation of policies geared towards improving agriculturalproduction.10. Relevant government agencies need to address the following:i. Governance in public institutions.ii. Corruption.11. The government to review the business regulatory framework to ensure conduciveness forinvestments.12. The various rules and regulations pertaining to conduct of politics and management ofpolitical entities in the country need to be implemented fully.13. Investments in the transport sector need to be enhanced.14. The government should ensure there is adequate security in the country.15. The national values need to be disseminated to Kenyans from a tender age through theeducation system.16. Consider promoting inter-cultural activities as a way of enhancing appreciation of othercultures.17. Engage the religious leaders, different community leaders, politicians and the media inpromoting cohesion and integration.18. Enhance linkages with Kenyans in the diaspora and make them brand ambassadors.It is expected that full implementation of the recommendations made will culminate into animproved image of the country, both locally and internationally.
  9. 9. 2013 National Brand Audit Report 1CHAPTER ONEINTRODUCTION1.1 BACKGROUND1.1.1 Brand Kenya BoardThe Brand Kenya Board (BKB) is a State Corporation established in 2008 through Legal Noticenumber 38 of 2008 under the State Corporation Act (Cap. 446). The Board’s mandate is toensure that an integrated national brand is created, harnessed and sustained in the long term.Pursuant to this mandate, the legal notice spells out two guiding principle objectives of the Board,namely:i. To coordinate initiatives for marketing the country in order to maximize their efficiency;andii. To create and maintain the Kenya brand to identify and distinguish Kenyan products,services and concepts.Vision“To be the lead agency in transforming Kenya into a competitive global brand”Mission“To build a strong country brand that fosters national pride patriotism and earns globalrecognition and preferences”Functions of BKB Establish a brand for Kenya which positions the country optimally in terms of investment,creditworthiness, tourism and international relations; Unite Kenyans and provide them with positive information about the country in order topromote patriotism and national pride; Establish an integrated approach within government and private sector towardsinternational marketing of Kenya;
  10. 10. 2013 National Brand Audit Report 2 Build national support for the brand within Kenya with the cooperation of theGovernment, non-governmental organizations and the private sector; Promote local products and services to encourage economic transformation; Encourage commitment to quality and innovation among businesses and people; Assist different towns and cities in the country to improve their image; and Undertake measures aimed at improving the international image of Kenya.1.1.2 The National Brand AuditThe perception of a country both by its nationals and foreigners is largely influenced by its social,political and economic developments. Countries are indeed products whose identities are valueswhich need to be designed, packaged and communicated appropriately. There is need forcountries to develop identities and attractions that are distinctive, valid, believable and appealing;making the country overwhelmingly attractive to the most critical publics.Over the years countries that have undertaken branding and developed identities and attractionsthat are distinctive and appealing have reaped benefits. Some of these benefits may include rise inquality of life, increase in investments, visitors, and attraction and retention of talent.Brand Kenya Board has expanded efforts to build the country brand since 2008. As implied in itsmandate, the Board is expected to periodically conduct comprehensive analysis of its perceptionand attitudes Kenyans have towards Kenya. The Board therefore commissioned a survey to provideinsights on the progress made in promoting awareness, affinity and desirability of the Kenya Brandamong its stakeholders. The results of the survey will be a key input in reviewing the currentprogrammes being undertaken by the Board.1.2 PURPOSE AND OBJECTIVES OF THE ASSIGNMENTThe general purpose of the survey was to establish the perceived image of Kenya brand by thegeneral public, results of which are to be a key input in reviewing the current programmes beingundertaken by the Board. The following were the specific research objectives;i. To determine what Kenyans within the country and the Diaspora consider to be thecurrent strengths and weaknesses of the Kenya brand.
  11. 11. 2013 National Brand Audit Report 3ii. To determine who Kenyans consider to be the key brand ambassadors for the country andwhy.iii. To identify national symbols/icons which are representative of the Kenya Brand.iv. Provide answers to question “what does the Kenya Brand stand for and what are thedrivers”.v. To assess what Kenyans expectations and aspirations are especially in the social, economicand political spheres of the country.vi. To assess the general perceptions and attitudes towards the General Election, the firstunder the current Constitution.vii. To assess the level of awareness and impact of the ‘Nitakuwepo Campaign’.viii. To assess the level of awareness of Brand Kenya Board and its perceived role by the generalpublic.1.3 CONCEPTUAL FRAMEWORKA country brand refers to the strategic self-representation of the country or ‘the vehicle’ that canhelp a country reach economic and social objectives. A country’s brand is a summation of aspectssuch as tourism, exports, governance, people, culture and heritage, investment andimmigration. Kenya brand is a summation of the identity, values and attractions of Kenya that aredistinct, valid, believable and appealing. It is a totality of experiences, attitudes and perceptionsheld about Kenya. The brand is the image which comes to mind when Kenya is mentioned.Due to the importance of country brands, many studies on countries competitiveness have beenundertaken by various organizations. Such studies include the Global Competitiveness Index andthe Travel & Tourism Competitiveness Index by World Economic Forum, Brand Index byFutureBrand, among others.The global competitiveness index (GCI) by World Economic Forum in the 2012/13 releaseranked Kenya at position 106 out of 144 countries with a score of 3.7 out of a maximum of 7points. Kenya’s GCI ranking in the last three releases were as captured in the table below.
  12. 12. 2013 National Brand Audit Report 4GCI 2012-2013 2011-2012 2010-2011Score (1–7 Higher the better) 3.7 3.8 3.6Ranking 106/144 102/142 106/139Table 1: Kenya’s Global Competitiveness IndexThe factors that are considered in the GCI also contribute to brand equity. These together withKenya rating and score in 2012-2013 and 2011-2012 are captured in Table 2.Factor 2012-2013 2011-2012Rank(/144) Score (1-7) Rank(/142) Score (1-7)Institutions 106 3.4 114 3.3Infrastructure 103 3.1 103 3.1Macroeconomic environment 133 3.4 117 4.0Health and primary education 115 4.6 118 4.5Higher education and training 100 3.6 94 3.7Goods market efficiency 93 4.1 80 4.1Labour market efficiency 39 4.6 37 4.7Financial market development 24 4.7 26 4.8Technological research 101 3.3 98 3.3Market size 75 3.5 77 3.5Business sophistication 67 4.0 59 4.1Innovation 50 3.4 52 3.4Table 2: Kenya’ Scores in the GCI FactorsFrom the table, there was a major decline in the score for macroeconomic environment from 4.0in 2011/12 period to 3.4 in the 2012/13 period. The scores for the other factors either remainedconstant, increased slightly or decreased slightly.On travel and tourism, the Travel & Tourism Competitiveness Index 2013 ranks Kenya atposition 96 out of 140 world countries sampled, up from position 103 in 2011. In Sub-SaharanAfrica, the country is ranked at position 8 out of 31 countries. The report recognizes that tourismis prioritised within the country, with high government spending on the sector and effectivedestination marketing campaigns.
  13. 13. 2013 National Brand Audit Report 5The Future Brand’s Country Brand Index 2011 – 2012 report ranked Kenya at 77thposition out of113 countries sampled in the world and position 8 out of 23 countries sampled in Africa. Theattributes evaluated in the Country Brand Index consist of the following:1. Levels of awareness – knowledge of existence of the country.2. Familiarity and preference – how well people know the country and its offerings.3. Preference – how highly do audiences esteem the country.4. Consideration – is the country considered for a visit, investment or to acquire or consumeits products.5. Advocacy – do visitors recommend the country to friends, family or colleagues.6. Decision / Visitation – to what extent do people follow through and visit the country orestablish a commercial relation.7. Associations and attributes – the qualities that people think of when they hear a country’sname, read or see images of a location. The associations are evaluated under the followingelements:(a) Value System: Political freedom, tolerance, stable legal environment, freedom ofspeech, and environmental friendliness.(b) Quality of Life: Most like to live in, education system, healthcare system, standard ofliving, safety and job opportunity.(c) Good for Business: Skilled workforce, advanced technology, investment climate andregulatory environment.(d) Heritage and Culture: Natural beauty, history, art & culture, and authenticity.(e) Tourism: Value for money, resort & lodging options, attractions and Food.In the Public Policy Journal Issue No.2, a publication of the Institute of Economic Affairs, foodsecurity, youth unemployment and health services are some of the areas identified as requiringspecial attention. The Journal identifies that Kenya has experienced regular food shortages andfamine which it attributes to failure to implement planned activities, inadequate funding, poorleadership, corruption and vested interests. It further states that agricultural productivity in thecountry is constrained by a number of factors including cost of inputs, limited extension services,overdependence on rain fed agriculture, poor livestock husbandry, lack of markets and limitedadoption of technology and innovations.On youth unemployment, the Journal recognizes the various initiatives that have beenimplemented like the Youth Enterprise Fund and the Kazi Kwa Vijana initiative but also statesthat there still exists a gap that will need to be bridged. As regards provision of health services, the
  14. 14. 2013 National Brand Audit Report 6Journal indicates that public health spending is not benefitting the poor, and the Governmentshould seek ways to reach the low income earners in terms of giving them access to quality healthcare as a basic requirement.A country brand index or position in brand ranking indicates the attractiveness of the country.There are various determinants of that attractiveness. Consequently, it is important to measureand determine the overall contribution of each determinant to the overall index or rankingbecause interventions on those specific determinants will culminate into improvements.1.4 THE KENYA NATIONAL BRAND AUDITA country’ brand being the strategic self-representation of that country or ‘the vehicle’ that canhelp the country reach economic and social objectives, many countries world over are striving tostrengthen their brands in order to gain competitive advantage over other countries. Therefore, forKenya to remain competitive, the contribution of its image cannot be ignored. In order todetermine the aspects that should be addressed so as to strengthen the country brand, theirmeasure should be undertaken. Hence a brand audit.The study to determine the perceived image of Kenya was undertaken between the months ofDecember, 2012 and March 2013, with data collection being carried out in January and February,2013. The study targeted Kenyan nationals within the country, Kenyans in the diaspora, foreignnationals in Kenya, investors (local and international) and key informant institutions.Some of the limitations of the study include the timing of the data collection and low responserate from some targeted respondent categories. The months in which data collection wasundertaken were characterised by political campaigns in readiness for the March 4th2013 generalelections, thus views from some of the respondents may have been influenced by the politicalhappenings. A low response rate reduces the precision with which the sample represents thefeelings of the entire population.
  15. 15. 2013 National Brand Audit Report 7CHAPTER TWORESEARCH METHODS2.1 SURVEY DESIGNIn carrying out the National Brand Audit, both quantitative and qualitative approaches wereadopted. The methodology entailed holding consultative meetings with the client, documentsreview, identification of population of interest, sample design, development and review of datacollection tools, administration of questionnaires, interviews with key informants, focus groupdiscussions, analysis of data, and preparation of the report. Different questionnaires weredeveloped for the various categories of respondents. The detailed methodology is as follows:2.2 POPULATION AND SAMPLINGThe survey targeted two population sets namely, primary population and secondary population.The primary population consisted of Kenyan nationals within the country, whereas secondarypopulation was made up of local and international investors in Kenya, Kenyans in the diaspora,foreign nationals in the country and key informant institutions.A scientific formula was applied in determining a representative sample from each group ofrespondents for purposes of conducting the survey. For Kenyans within the country, the surveytargeted those aged 18 years and above. A sample of 2,000 Kenyans within the country wastargeted. The survey targeted 400 Kenyan nationals in the diaspora, 400 local and internationalinvestors in Kenya drawn from different sectors and 400 foreign nationals in Kenya.2.3 DEVELOPMENT OF DATA COLLECTION TOOLSFour types of questionnaires were developed to facilitate data collection. Development of thequestionnaires involved review of various documents, discussions with the BKB’s management,design of draft questionnaires, review by the management, piloting and updating ofquestionnaires. The questionnaires utilized both closed-ended and open-ended questions.
  16. 16. 2013 National Brand Audit Report 8Five-point Likert scale was used for the closed- ended questions. The four different questionnairesand aspects captured in each were as follows:i). Kenyans living in Kenya questionnaire Strengths and weaknesses of Kenya Perception on Kenya’s economy Perception on Kenya’s politics Perception on Kenya’s social sphere Perception and attitude on the 2013 general elections Prospects and opportunities offered by Kenya Perception on Kenyans and their values People considered by the respondent to be Kenya’s ambassadors People considered by the respondent as Kenya’s image destroyers Things considered by the respondent to be Kenya’s national symbols People considered by the respondent as Kenyan icons/heroes Level of trust for various groups of people Respondent’s pride about being a Kenyan Respondent’s likes and dislikes about being Kenyan Awareness and impact of the “Nitakuwepo campaign” Awareness and perception of Brand Kenya Board Respondent’s demographic dataii). Kenyans in the diaspora questionnaire Strengths and weaknesses of Kenya Prospects and opportunities offered by Kenya Respondent’s attitude towards Kenya Respondent’s feeling about being a Kenyan Respondent’s likes and dislikes about being Kenyan People considered by the respondent to be Kenya’s ambassadors People considered by the respondent as Kenya’s image destroyers Things considered by the respondent to be Kenya’s national symbols People considered by the respondent as Kenyan icons/heroes
  17. 17. 2013 National Brand Audit Report 9 Respondent’s perception on Kenya’s areas of excellence and areas of failure Respondent’s perception of their role in changing Kenya Respondent’s demographic dataiii). Foreign nationals in Kenya questionnaire Awareness, strengths and weaknesses of Kenya Perception about Kenya’s culture Perception about Kenyan people and their values Perception about places in Kenya Perception about Kenya’s economy Perception about Kenya’s politics Expectations about Kenya’s social sphere Respondent’s attitude towards Kenya Respondent’s demographic dataiv). Investors’ questionnaire. Perception about Kenya’s image Perception about Kenya’s regulatory environment Perception about Kenya’s infrastructural environment Perception about Kenya’s human talent Perception about Kenya’s operating environment Information sources for investors when researching a new investment destination Important factors for investors when considering a country to invest in Kenya’s performance on the important factors for investors when considering acountry to invest in Respondent’s attitude towards Kenya Respondent’s demographic dataFurther, focus group discussion and key informant interview guides were prepared.
  18. 18. 2013 National Brand Audit Report 102.4 QUESTIONNAIRES ADMINISTRATIONThe approved questionnaires were administered to Kenyans within the country, investors andforeign nationals in Kenya at their respective locations and online as appropriate. A hybrid ofworkplace interviews, street interviews, interviews at entry and exit points to the country, targetingrespondents in social places such as shopping malls, hotels, restaurants and household surveyswere utilized in questionnaire administration.To avoid biasness in data collection, systematic random sampling technique was used to select thespecific respondents. The samples for Kenyans within, investors and foreign nationals in Kenyarespondent categories were stratified by counties and further by rural and urban areas. ForKenyans in the diaspora, an online questionnaire was created and the link e-mailed to therespondents whose contacts were obtained through various sources, namely, embassies,government agencies and referrals.To ensure accuracy, qualified research assistants were used. All the research assistants were trainedon the objectives of the assignment and requirements of the specific questions. Further, theenumerators were assigned supervisors who monitored the data collection process.2.5 FOCUS GROUP DISCUSSIONSA focus group discussion was held with selected Kenyans drawn from different organizations andbackgrounds. The discussions were aimed at identifying the weaknesses and strengths of Kenyabrand and the areas that need improvement in order to enhance the image of Kenya.2.6 KEY INFORMANT INTERVIEWSDiscussions were held with the selected key informants aimed at getting expert insight intostrengths, weaknesses and possible solutions/strategies for enhancing the Kenyan brand. Thediscussions were held with representatives of the following organizations: Kenya Investment Authority; Exports Processing Zones Authority; and Vision 2030 Secretariat.
  19. 19. 2013 National Brand Audit Report 112.7 DATA ANALYSISThe completed questionnaires were inspected for completeness, coded and the data keyed intoStatistical Package for Social Sciences (SPSS). Descriptive statistics including frequencies, andproportions were used in the analysis of the data.A National Brand Index showing how the image of the country was rated by the respondents wascomputed. The variables considered in coming up with the brand index were as follows: Strengths and weaknesses of Kenya Perception on Kenya’s economy Perception on Kenya’s politics Perception on Kenya’s social sphere Prospects and opportunities offered by Kenya Perception on Kenyans and their values Level of trust for various groups of people Pride about being a Kenyan Perception about Kenya’s culture Perception about places in Kenya Attitude towards Kenya Perception about Kenya’s regulatory environment Perception about Kenya’s infrastructural environment Perception about Kenya’s human talent Perception about Kenya’s operating environmentIn coming up with the National Brand Index, the scores of the variables considered under thevarious respondent categories were used. For each respondent category, the rating of each variablewas computed by grouping together the number of respondents who answered to specificstatements under the variable as those who scored the statement at either strongly agree, agree,neutral, disagree or strongly disagree (with weights of 5, 4, 3, 2 and 1 respectively). The number ofrespondents under each of the possible responses to the statement was then multiplied by the scaleweights to obtain the total score for the statement.
  20. 20. 2013 National Brand Audit Report 12For each of the statements, the scores were summed up and divided by the maximum possiblescore, which was computed as the total number of respondents to the statement multiplied by five(5). The formula is as follows:5∑(Rj * Wj)Statement Score (SSi) = j=1* 100∑Rj *5Where 5∑(Rj * Wj) = Overall score for a statementj=1∑Rj *5 = Maximum possible score for a statementTo obtain the rating level (score) for a variable, the scores of the statements under it were summedup and averaged. The formula is as follows:nVariable Rating Level (VRLi) = ∑(SSi )i=1nWhere n∑(SSi ) = Sum of scores of all statements under a variablei=1n= Number of statements under the variableAn average of the scores for the various variables evaluated for the respondent category wasdetermined. The averaged scores for the various respondent categories were then summed up anddivided by the number of respondent categories (three categories) to determine the National BrandIndex.Content analysis was used to analyze qualitative information collected in the survey. Thequalitative information included respondents’ additional comments and recommendations in eachof the sections covered in the questionnaires, as well as variables not utilized in the computation ofthe national brand index. The result of the content analysis was used to support the quantitativedata collected in drawing conclusions and recommendations.
  21. 21. 2013 National Brand Audit Report 13For quality control, the questionnaires were inspected for completeness, serialised foraccountability, data entered into a tailor made database with access and input controls thatenhanced accuracy of data entry, and random checks of entered data performed to verify dataaccuracy.The results and findings of the analysis are presented in the chapter that follows. For ease ofpresentation, where percentage responses to the various statements are reported, the “stronglyagree” and “agree”, as well as “strongly disagree” and “disagree” as captured in the questionnairesare combined into one percentage value as “agree” or “disagree” respectively.
  22. 22. 2013 National Brand Audit Report 14CHAPTER THREESURVEY FINDINGS3.1 RESPONSESThe number of respondents for the various categories of targeted groups who participated in thesurvey was as depicted in Table 3.Respondent category TargetsampleNumber ofrespondentsResponse rateKenyan nationals within the country 2,000 1,669 83%Kenyans in the diaspora 400 36 9%Local investors 300 266 89%International investors 100 56 56%Foreign nationals in the country 400 231 58%Overall response 3,200 2,258 71%Table 3: Respondents’ Response RateThe low response rate registered for the Kenyans in the diaspora was mainly due to reluctance ofthe respondents to participate in the survey and unavailability of reliable contact database forKenyans outside the country.3.2 RESPONDENTS’ DEMOGRAPHIC DATA3.2.1 Kenyans within the Countryi. Distribution of Respondents by RegionRespondents from Rift Valley constituted 25% of the total, while those from North Eastern were7%. The distribution is shown in Figure 1.
  23. 23. 2013 National Brand Audit Report 15Figure 1: Kenyans within the Country Distribution by Regionii. Distribution of Respondents by AgeMajority of the respondents (55%) were aged between 21 to 34 years whereas those aged 55 yearsand above were the least at 3%. The distribution is shown in Figure 2.Figure 2: Kenyans within the Country Distribution by Ageiii. Distribution of Respondents by GenderMajority of the respondents (67%) were male while 33% were female. The distribution of therespondents is shown in Figure 3.
  24. 24. 2013 National Brand Audit Report 16Figure 3: Kenyans within the Country Distribution by Genderiv. Distribution of Respondents by Highest Level of Education AttainedMany respondents (33%) had diploma or certificate as their highest level of education, whereas15% were of primary school level. The distribution is shown in Figure 4.Figure 4: Kenyans within the Country Distribution by Highest Level of Education Attained
  25. 25. 2013 National Brand Audit Report 173.2.2 Foreign Nationals in Kenyai. Distribution of Respondents by their Home CountryTable 4 presents the distribution of the respondents by their home country. 6.5% of therespondents were from Italy, 5.2% from South Sudan while 4.3% were from USA.Country Frequency PercentageAfghanistan 1 0.45%Australia 2 0.90%Belgium 3 1.30%Botswana 1 0.40%Canada 2 0.90%China 3 1.30%Congo 9 3.90%Denmark 1 0.45%Ethiopia 2 0.90%France 1 0.45%Gambia 1 0.45%Germany 7 3.00%Ghana 1 0.45%India 6 2.60%Italy 15 6.50%Japan 2 0.90%Nigeria 7 3.00%Norway 1 0.45%Poland 4 1.70%Rwanda 1 0.45%South Sudan 12 5.20%Somalia 7 3.00%South Africa 1 0.45%Sudan 9 3.90%Switzerland 2 0.90%Tanzania 7 3.00%Turkey 1 0.45%Uganda 7 3.00%Ukraine 1 0.45%United Kingdom (UK) 7 3.00%USA 10 4.20%Not indicated 97 42.00%Total 231 100.0%Table 4: Distribution of Foreign Nationals Respondents by their Home Countryii. Distribution of Respondents by AgeThirty nine percent (39%) of the respondents were aged between 21 to 34 years whereas thoseaged 20 years and below were the least at 6%. The distribution is shown in Figure 5.
  26. 26. 2013 National Brand Audit Report 18Figure 5: Foreign Nationals in the Country Distribution by Ageiii. Distribution of Respondents by GenderMajority of the respondents (62%) were male while 38% were female. The distribution is shown inFigure 6.Figure 6: Foreign Nationals in the Country Distribution by Genderiv. Distribution of Respondents by Residence StatusMajority of the respondents (54%) were non-residents whereas 38% were Kenyan residents. Thedistribution is shown in Figure 7.Figure 7: Foreign Nationals in the Country Distribution by Residence Status
  27. 27. 2013 National Brand Audit Report 193.2.3 Investors in Kenyai. Distribution Respondents by whether Local or International InvestorThe distribution of respondents by whether they are a Kenyan or foreign investor is shown inFigure 8.Figure 8: Distribution Respondents by whether Local or International InvestorEighty three percent (83%) were local investors while 17% were international investors.ii. Distribution of Investor Respondents by Investment SectorMany of the local investors were from the wholesale and retail sector whereas many of theinternational investors were in the manufacturing sector. The distribution is shown in Figure 9.
  28. 28. 2013 National Brand Audit Report 20Figure 9: Respondents’ Distribution by Investment Sectoriii. Distribution of Investor Respondents by Duration of Investment in the CountryThe distribution of duration the investors have operated in the country is captured in Figure 10.Many respondents indicated they have operated in the country for a period ranging from two tofive years.
  29. 29. 2013 National Brand Audit Report 21Figure 10: Distribution by Duration of Investment in Kenya3.2.4 Kenyan Nationals in the Diasporai. Distribution of Kenyans in the Diaspora by Country of ResidenceThe distribution of Kenyans in the diaspora who participated in the survey by country of residenceis shown in Table 5.Country Number of respondents PercentageSouth Sudan 1 3%Finland 1 3%South Korea 1 3%Canada 1 3%Mauritius 1 3%United Kingdom 3 8%UAE 3 8%USA 3 8 %Austria 3 8 %Germany 11 31%Not indicated 8 22%Total 36 100%Table 5: Distribution of Kenyans in the Diaspora Respondents by Country of Residenceii. Distribution of Kenyans in the Diaspora by AgeThe distribution of Kenyans in the diaspora who participated in the survey by age brackets iscaptured in Figure 11.
  30. 30. 2013 National Brand Audit Report 22Figure 11: Distribution of Kenyan in the Diaspora Respondents by Ageiii. Distribution of Kenyans in the Diaspora by GenderThe gender distribution of the Kenyans in the diaspora who participated in the survey is capturedin Figure 12. Majority (56%) were male.Figure 12: Diaspora Respondents Distribution by Genderiv. Distribution of Kenyans in the Diaspora by Highest level of Education AttainedThe highest level of education attained by the Kenyans in the diaspora respondents is shown inFigure 13. Many respondents indicated they had 1stdegree as their highest qualification.Figure 13: Diaspora Respondents Distribution by Highest Level of Education Attained
  31. 31. 2013 National Brand Audit Report 233.3 KENYAN NATIONALS WITHIN THE COUNTRY3.3.1 Rating of elements covered under the various variablesi. Kenya’s economyThe perceptions about Kenya’s economy are captured in Figure 14.Figure 14: Kenyans within the Country’s Expectations about the EconomyMany of the respondents (80%) indicated that they are inspired to work towards the economicprosperity of the country while 71% expect an improvement in infrastructure in the country in thenext one year while 61% expect an improved performance in agriculture in the next one year.However, many of the respondents felt that prices of essential services and commodities were likelyto increase in the next one year, with 57% anticipating increase in the cost of healthcare and 52%indicating that prices of fuel would rise.
  32. 32. 2013 National Brand Audit Report 24ii. Kenya’s politicsThe elements evaluated under Kenya’s politics were rated as presented in Figure 15.Figure 15: Kenyans within the Country’s Perception about the Country’s PoliticsSixty three percent (63%) of the respondents indicated they believe the Kenya Constitution 2010will be implemented successfully while 14% felt otherwise. As regards the pace of implementationof the constitution, 55% of the respondents felt it is reasonable while 22% disagreed. Seventyseven percent (77%) of the respondents felt that implementation of the new constitution willimprove accountability in Kenya.Majority of the respondents (70%) indicated that there has been an improvement in Kenya’sgovernance since the promulgation of the new constitution. Sixty percent (60%) of therespondents indicated that provision of public services in Kenya is likely to improve in the nextone year while 15% felt otherwise. Many respondents indicated that Kenya politics are full ofpropaganda and are tribal (78% for each category).
  33. 33. 2013 National Brand Audit Report 25iii. Trust for people and institutionsThe respondents’ level of trust for the various people and institutions is captured in Figure 16.Figure 16: Kenyans within the Country’s Level of Trust for People and InstitutionsReligious leaders were the most trusted followed by people from other communities and the media(64%, 62% and 62% respectively). Politicians were the least trusted followed by the police (20%and 25% respectively).iv. Strengths and Weaknesses of KenyaThe elements evaluated under strengths and weaknesses of Kenya and respondents’ responses areas captured in Figure 17.
  34. 34. 2013 National Brand Audit Report 26Table 17: Strengths and Weaknesses of Kenya as rated by Kenyan’s Within the CountryMajority of the respondents indicated that Kenya is a home of great athletes, a country withtalented people, and a country with rich and diverse cultural heritage (96%, 93% and 90%respectively). The respondents also rated highly the great economic potential of the country, thesporting nature of Kenyans, strong work ethics in the country and prevailing peace in Kenya (84%,83%, 63% and 60% respectively).Aspects that were rated low included corruption, security, food security and political stability.Majority of the respondents (80%) indicated that Kenya is a country of corrupt people while 32%stated they do not feel safe living in Kenya. Forty four percent (44%) of the respondents felt thatKenya is a country of starving people whereas 62% indicated that Kenya is a country characterizedby political chaos.
  35. 35. 2013 National Brand Audit Report 27v. Kenyan’s expectations on social sphereThe various responses to aspects covered under the social sphere were as captured in Figure 18.Figure 18: Kenyans within the Country’s Expectations on the Country’s Social SphereAll the aspects evaluated were rated favourably by over 50% of the respondents. The aspects thatwere rated unfavourably by a substantial percentage of respondents included education sector,where 25% do not foresee any improvement in the next five years, poverty levels in which 23% donot expect any reduction, and slums where 20% do not anticipate any upgrading in the next fiveyears.
  36. 36. 2013 National Brand Audit Report 28vi. Prospects and opportunities in KenyaKenyans within the country’s perceptions on the prospects and opportunities in the country areshown in Figure 19.Figure 19: Kenyans within the Country’s Perceptions on the Prospects and Opportunities in theCountryThe aspects evaluated under prospects and opportunities in Kenya were rated favourably by overfifty percent of the respondents. However, 29% of the respondents indicated that Kenya does notoffer them opportunities to exploit their talents and realize their full potential.vii. Kenyan people and valuesThe responses on perception about Kenyan people and their values are captured in Table 20.Figure 20: Perception of Kenyans within the country about their values
  37. 37. 2013 National Brand Audit Report 29Most aspects evaluated were rated favourably by over 50% of the respondents. However, 26% ofthe respondents indicated that Kenyans are violent as opposed to 49% who felt otherwise. Further,68% of the respondents felt that Kenyans are tribalistic.viii. Pride about being a KenyanThe respondents indicated their level of pride about Kenya as captured in Figure 21.Figure 21: Kenyans within the country level of pride about KenyaCompared to a previous survey undertaken in 2011 which had pride about being Kenya at 78%,the level of pride has improved to 85% with only 5% of the respondents indicating they areashamed to be Kenyan. The respondents further indicated their beliefs on various aspects ascaptured in Table 6.Number of respondents(n)=1,669Agree DisagreeEven if given a choice to stay in another country, I would still prefer to stay inKenya68% 32%I work very hard to meet my daily needs 97% 3%I strive to have the best things in life 98% 2%I support a local football team 67% 33%I support a foreign football team 65% 35%I do not believe in myself 21% 79%I believe in our traditions and usually follow them 73% 27%I believe I can be anything that I want to be 94% 6%Table 6: Kenyans within the country’s level of patriotism and beliefsAll the aspects were rated favourably by the respondents.
  38. 38. 2013 National Brand Audit Report 30The survey also evaluated the likes and dislikes of the respondents about being Kenyan nationals.The responses are as captured in Table 7.Likes Dislikes- Prevailing peace in the country- Resilience nature of Kenyans- Diverse cultures- Sporting nature of Kenyans- Kenyans being polite- Attractive climate and natural resources- Large number of educated people- High levels of corruption- Joblessness- Dishonesty, especially by politicians- Tribalism- Nepotism- Bad governance- InsecurityTable 7: Likes and dislikes about being Kenyan nationalix. Key drivers of the Kenyan BrandThe survey sought to determine the key areas that if Kenya performed on well then the country’sbrand index will improve. The following key brand drivers were identified: The country’ natural resources; Patriotism among citizenry; Security levels and peace in the country; Living standards of the citizens; Sports; and Major exports like tea, coffee and flowers.3.3.2 Perceptions and Attitudes on the 2013 General ElectionsKenyans within the country’s perceptions and attitudes on the 2013 general elections are capturedin Table 8.Number of respondents (n)=1,669Agree Neutral Disagree Do notknowThe 2013 elections will not be tribal based 44% 12% 41% 2.5%I believe the 2013 elections will be free 71% 17% 10% 2.4%I believe the 2013 elections will be fair 72% 16% 10% 2.1%I am happy with the systems put in place to ensure that the 2013 elections aresuccessful82% 10% 7% 1.2%The electronic voting system is expected to reduce electionanomalies/malpractices82% 10% 6% 1.8%Table 8: Kenyans within the Country’s Perception and Attitudes on the 2013 General ElectionsWhereas 44% believed that the elections would not be tribal based, 41% felt otherwise. Many ofthe respondents believed the elections would be free and fair (71% and 72% respectively). Eightytwo percent (82%) of the respondents registered their happiness with the systems put in place to
  39. 39. 2013 National Brand Audit Report 31ensure that the 2013 elections would be successful with a similar percentage indicating theyexpected the electronic voting system to reduce election anomalies/malpractices.Asked whether they thought there would be violence during the general elections, the responseswere as captured in Figure 22. Majority of the respondents indicated that there would be noviolence.Figure 22: Perception on Whether There will be Violence During General ElectionsProbed on why they believed there would either be violence or none, the respondents whoindicated there would be no violence gave their main reasons as being the fact that Kenyans learntfrom the 2007/2008 skirmishes and would not repeat the same mistakes, improvements in thevoting system, increased faith in the judicial system, as well as the fact that a lot of peace missionshad been undertaken by different organizations.For those who felt there would be violence, the reasons given were that Kenyan people are tribalwhich makes other communities not want to accept defeat, and that many youths are jobless andwill do anything to get cash. Asked what they considered to be their role in the 2013 generalelections, the respondents gave varied answers which included: Voting; Advising colleagues on the importance of participating in the election process; and Preaching peace.
  40. 40. 2013 National Brand Audit Report 323.3.3 Kenya’s Brand Ambassadors and Brand DestroyersThe Kenyans within the country who participated in the survey were asked to name individuals orgroups of people who they consider to be Kenyan brand ambassadors as well as those they considerto be the country’s image destroyers. The responses are as captured in Tables 9 and 10.i. Brand ambassadorsIndividual/Group Reason givenKenya’s athletics team, e.g. David Rudisha, EzekielKemboi, Pamela Jelimo, Jason Dunford- They win the country medals- They make Kenya known internationallyKenya Rugby Team - They make Kenya known internationallyFootballers - They behave wellCongestina Achieng - Great boxerKenya Defence Forces - Have been instrumental in promoting peace in Kenya andinternationallyFreedom fighters, e.g. Dedan Kimathi, Mau Mau fighters - They liberated the country from colonialismMwai Kibaki - Growth of economy and infrastructure developmentTable 9: Brand Ambassadorsii. Brand destroyersIndividual/Group Reason givenPoliticians - Some of them misbehave in public- They are greedy for moneyAl shabaab - They threaten national securityMombasa Republican Council - Dividing coast provinceTable 10: Brand Destroyers3.3.4 Kenya’s National Symbols and IconsAsked the objects, items and places they consider to be Kenya’s national symbols and icons, therespondents provides varied answers as captured in Tables 11 and 12.i. National symbolsNational symbol Reason GivenNational flag - Shows Kenya’s sovereigntyNational anthem - Unites KenyansDiverse tribes - Provides the country with rich and diverse culturesTable 11: National Symbols
  41. 41. 2013 National Brand Audit Report 33ii. National iconsNational Icon Reason GivenFort Jesus - Historical siteTsavo national park and other parks - Tourism attractionCoastline - Beautiful beaches that attract touristsSafaricom Company Ltd - Best telecommunication and money transfer services (M-pesa)Mt. Kenya - Tourism attractionKenya Airways - Is professionally managed and links the country to the world- The “pride of Africa” slogan is attractiveKobi Fora in Turkana - Tourism attractionWangari Maathai - Promoted protection of forests for the benefit of current andfuture generationsJames Mwangi of Equity Bank - Outstanding entrepreneurTable 12: National Icons3.3.5 Recall and Impact of the “Nitakuwepo Campaign”The respondents indicated their recall of the “Nitakuwepo campaign” as captured in Figure 23.Figure 23: Recall of the “Nitakuwepo Campaign”Many respondents indicated they could not recall the ‘nitakuwepo campaign’, with only 35%stating they could recall.The respondents who could recall the campaign indicated how they got to know about it as shownin Figure 24. A large percentage got to know about the campaign through televisionadvertisements followed by those who got to know it through radio and newspapers.
  42. 42. 2013 National Brand Audit Report 34Figure 24: Source of Information about the “Nitakuwepo Campaign”The survey also sought to find out what message the respondents got from the campaign, whatthey thought the aim of the campaign was and the impact of the campaign on them. The answersprovided are captured in Table 13.Message got from the campaign Thought on what the aim of thecampaign wasImpact of the campaign onrespondent- We are the future andthe future is now- We should unitetogether for thedevelopment of ourcountry- Participate inagricultural production- Love, peace and unity- Make my own choice- Fighting for Kenya- To unite Kenyans- To reconcile Kenyansafter the 2007/8 post pollchaos- To promote peace amongcommunities living inKenya- Motivating Kenyans onagriculture- Create awareness onpatriotism- That I can because I amKenyan- We should take part inbuilding our country- To be positive in life- To be united with otherKenyansTable 13: Views on the “Nitakuwepo Campaign”The respondents who were aware of the campaign indicated that the period in which the campaignwas aired was adequate. However, some felt that the use of “Nitakuwepo” is futuristic as well asreactionary rather than being proactive. They made suggestions that may be used in improving thecampaign and other similar campaigns as follows:
  43. 43. 2013 National Brand Audit Report 35(i) Increase the number of such campaigns(ii) Cover issues affecting Kenyans in such campaigns, e.g. corruption, poverty, insecurity, etc.(iii) Ensure the campaigns use Kenyans of different social classes so as to be appealing to all,e.g. Slum residents, hawkers, professionals, sportsmen, musicians, etc.3.3.6 Awareness and perception of Brand Kenya BoardThe Kenyan nationals within the country’s responses to whether they were aware of Brand KenyaBoard are captured in Figure 25.Figure 25: Awareness of Brand Kenya BoardMajority of the respondents indicated they were not aware of the Board. However, the level ofawareness has improved from 14% based on a survey undertaken in 2011 to 37%.For the respondents who were aware of the Board, the survey sought to determine how they cameto know about the Board. The responses were as captured in Figure 26.
  44. 44. 2013 National Brand Audit Report 36Figure 26: Source of Information about Brand Kenya BoardMany respondents got to know Brand Kenya Board through television followed by those who gotto know the Board through radio and newspapers.On perception about performance of the Board, the ratings of the various statements evaluated arecaptured in Figure 27.Figure 27: Respondents Perception about Performance of BKBMany of the respondents agreed with the statements evaluated on the performance of BrandKenya Board.
  45. 45. 2013 National Brand Audit Report 373.4 FOREIGN NATIONALS WITHIN THE COUNTRYi. Kenya’s politicsForeign nationals within the country’s perceptions on the prospects and opportunities in thecountry are shown in Figure 28.Figure 28: Perception of Foreign Nationals in the Country about Kenya’s PoliticsSixty three percent (63%) of the respondents felt that the electronic voting system will reduceelection anomalies/malpractices while 10% felt otherwise. As regards the preparation for election,61% of the respondents were happy with the systems put in place to ensure that the 2013 electionsare successful while 10% disagreed. However, 48% of the respondents indicated that the countryhas poor governance while 20% felt otherwise.
  46. 46. 2013 National Brand Audit Report 38ii. Kenya’s EconomyThe responses on perception about Kenya’s economy and their values are captured in Figure 29.Figure 29: Foreign Nationals in the Country Perception about Kenya’s EconomyMany of the respondents (81%) indicated that Kenya has the potential to flourish economicallywhile 74% felt that Kenya is a competitive investment destination.iii. Expectations about Kenya’s social sphereForeign nationals within the country’s responses to their perception about Kenya’s social sphereare captured in Figure 30.Figure 30: Foreign Nationals’ Expectations about Kenya’s Social Sphere
  47. 47. 2013 National Brand Audit Report 39Sixty four percent (64%) of the respondents expect that the youth will be more involved in thedevelopment of the country in the next five years while 61% expect an improvement in themanagement of the sports talent in Kenya for the country’s benefit in the next five years. Fiftyeight percent (58%) of the respondents believe children’s needs will be given more considerationin government budgets and plans in the next five years. In addition, 57% of the respondentsindicated that they foresee improvement in the education sector in Kenya in the next five yearswhile 12% felt otherwise.iv. People and valuesThe elements evaluated under Kenya’s people and values are captured in Figure 31.Figure 31: Foreign Nationals in the Country Perception about Kenya’s People and ValuesNinety six percent (96%) of the respondents felt that Kenya is a friendly country while 92%indicated that Kenyans are hospitable. In addition, 90% of the respondents indicated thatKenyans are hard working whereas 86% felt that Kenyans are proud about their country. However,62% of the respondents indicated that Kenyans are tribalistic.
  48. 48. 2013 National Brand Audit Report 40v. Awareness, Strengths and Weaknesses of KenyaFigure 32 captures the elements evaluated under awareness, strengths and weaknesses of Kenyaand how they were rated by the respondents.Figure 32: Awareness, Strengths and Weaknesses of Kenya as rated by Foreign Nationals in theCountryMajority of the respondents indicated that Kenya is a home of world renowned athletes, adestination of choice for tourists, a country with talented people and a country with greateconomic potential (97%, 92%, 91% and 91% respectively). The respondents also rated highly thestatements that Kenya is well known to the respondent’s country, Kenya being in goodrelationship with respondent’s home country, Kenya being an attractive investment destinationand there being great opportunities for entrepreneurs and investors in Kenya (87%, 86%, 77%and 77% respectively).
  49. 49. 2013 National Brand Audit Report 41However, 57% of the respondents indicated that Kenya is a country of corrupt people where as54% indicated that Kenya is a country characterized by political chaos. Thirty seven percent (37%)of the respondents felt that Kenya is a country of starving people.vi. Attitudes towards KenyaThe aspects evaluated under foreign nationals’ attitudes towards Kenya were rated favourably bythe respondents as presented in Figure 33.Figure 33: Foreign Nationals in the Country Attitudes towards Kenyavii. CultureThe foreign nationals’ perceptions about Kenya’s culture are captured in Figure 34. The resultsindicate that all the aspects evaluated were rated favourably by over 50% of the respondents.Figure 34: Foreign Nationals in the Country Perception about Kenya’s Culture
  50. 50. 2013 National Brand Audit Report 42viii. Kenya’s placesAll the aspects evaluated were rated above 80% by the respondents. The various ratings for aspectscovered under the Kenya’s places are captured in Figure 35.Figure 35: Foreign Nationals in the Country Perception about Kenya’s Places
  51. 51. 2013 National Brand Audit Report 433.5 INVESTORS IN KENYA3.5.1 Rating of Elements Covered Under the Various Variablesi. Kenya’s Perception/ImageTable 14 captures the elements evaluated under the investors’ perception/image of Kenya.Local Investors (n=266) International investors (n=56)Agree Neutral Disagree Do notknowAgree Neutral Disagree Do notknowA destination of choice forpotential investors90% 6% 3% 1% 88% 6% 6% 0%A country with great economicprospects87% 11% 2% 0% 94% 6% 0% 0%A competitive investmentdestination78% 15% 6% 1% 78% 10% 8% 4%A country ahead in technology 53% 27% 20% 0% 66% 16% 18% 0%A country with poor planning 35% 32% 32% 1% 37% 26% 37% 0%A country of poverty 26% 28% 45% 1% 18% 35% 47% 0%A dangerous country 16% 21% 61% 2% 14% 29% 57% 0%A country with poor leadership 53% 24% 23% 0% 56% 26% 16% 2%A land of opportunities 81% 13% 6% 0% 76% 16% 8% 0%A peaceful country 65% 22% 12% 1% 65% 21% 12% 2%A modern country 52% 32% 15% 1% 55% 31% 14% 0%A country of tribalism 71% 16% 13% 0% 58% 28% 10% 4%A country with strong culture 68% 21% 10% 1% 68% 14% 16% 2%Table 14: Investors Perception/Image of KenyaMany local and international investors rated Kenya as a destination of choice for potentialinvestors (90% and 88% respectively). Kenya being a country with great economic prospects wasalso rated high by 87% of the local investors and 94% of the international investors.However, most of the respondents rated Kenya as being tribalistic, a country of poor leadershipand a country with poor planning.
  52. 52. 2013 National Brand Audit Report 44ii. Regulatory EnvironmentThe investors rating of the Kenyan regulatory environment is captured in Table 15.Local Investors (n=266) International investors (n=56)Agree Neutral Disagree Do notknowAgree Neutral Disagree Do notknowThe legal requirements for doing business inKenya are reasonable48% 19% 31% 2% 55% 14% 31% 0%Kenya is doing enough to control inflation 30% 24% 39% 7% 39% 28% 29% 4%The Kenya government is doing enough tostabilize interest rates29% 25% 38% 8% 33% 32% 29% 6%Taxation requirements businesses in Kenya arereasonable25% 16% 57% 2% 34% 20% 46% 0%The requirements for starting a business inKenya are reasonable35% 22% 42% 1% 44% 18% 38% 0%It is fairly easy to acquire the relevantpermits/licenses for conducting business inKenya44% 14% 41% 1% 46% 22% 32% 0%Table 15: Regulatory Environment as rated by InvestorsForty eight percent (48%) of the local investors and 55% of the international investors indicatedthat the legal requirements of doing business in the country are reasonable. However, many of theinvestors felt that the taxation requirements were not reasonable.iii. Infrastructural DevelopmentThe investors’ rating of the Kenya’s infrastructural development is captured in Table 16.Local Investors (n=266) International investors (n=56)Agree Neutral Disagree Do notknowAgree Neutral Disagree Do notknowKenya has a developed electronic system forbusiness services e.g. money transfer90% 8% 2% 0% 84% 8% 4% 4%Telecommunication systems in Kenya are welldeveloped75% 19% 6% 0% 73% 17% 10% 0%Kenya has sufficient ports to facilitate shipping ofgoods37% 28% 23% 12% 56% 22% 12% 10%Kenya has good roads network 37% 35% 28% 0% 48% 28% 22% 2%Kenya has a good air transport network 45% 32% 12% 11% 56% 24% 10% 10%Information technology infrastructure in Kenya isdeveloped63% 24% 11% 2% 67% 13% 18% 2%There is reliable electricity supply in Kenya 49% 19% 31% 1% 61% 17% 22% 0%Table 16: Infrastructural Development as rated by InvestorsKenya’s electronic system for business services was rated highest by 90% of the local investors and84% of the international investors, followed by telecommunication systems and informationtechnology infrastructure rated high by 75% and 63% of the local investors respectively and 73%and 67% of the international investors respectively. The Country’s road network was rated low by37% of the local investors and 48% of the international investors.
  53. 53. 2013 National Brand Audit Report 45iv. Kenya’s Human TalentThe Investors rating of the Kenyan human talent is shown in Table 17.Local Investors (n=266) International investors (n=56)Agree Neutral Disagree Do notknowAgree Neutral Disagree Do notknowKenya has adequate labour supply 78% 10% 12% 0% 82% 8% 8% 2%Kenyan workers are highly talented 75% 17% 7% 1% 72% 20% 8% 0%Kenyan workers are well educated 64% 22% 14% 0% 72% 16% 12% 0%Kenyan workers adapt rapidly to change inthe environment63% 28% 7% 2% 57% 33% 10% 0%The Kenyan workforce have strong workethics/ are passionate about their work62% 21% 15% 2% 71% 21% 8% 0%Kenyans are innovative and creative 79% 15% 6% 0% 73% 23% 4% 0%Kenya has adequate investment in healthservices to ensure good health of its workforce37% 26% 36% 1% 60% 17% 21% 2%Table 17: Kenya’s Human Talent as rated by InvestorsThe country’s labour supply is adequate as indicated by 78% of the local investors and 82% of theinternational investors. The level of talent possessed by Kenyan workers was rated high by 75% ofthe local investors and 72% of the international investors whereas 79% of the local investors and73% of international investors stated that Kenyan workers are innovative and creative. However,many (36%) of the local investors felt there was inadequate investment in health services in Kenyato ensure good health of its work force whereas 33% of the international investors felt that Kenyanworkers do not adapt rapidly to change in the environment.v. Operating EnvironmentThe investors rating of the Kenya’s operating environment is captured in Table 18.Local Investors (n=266) International investors (n=56)Agree Neutral Disagree Do notknowAgree Neutral Disagree Do notknowKenya has an efficient product market 57% 23% 18% 2% 60% 23% 17% 0%The government does not interfere with freetrade38% 24% 36% 2% 51% 26% 23% 0%Kenya has a developed financial services market 50% 31% 15% 4% 60% 25% 13% 2%Kenya’s financial services market is wellregulated to protect investors and otherstakeholders39% 33% 22% 6% 53% 33% 12% 2%Kenya has a large market that allows firms toexploit economies of scale51% 28% 15% 6% 51% 25% 22% 2%Table 18: Kenya’s Operating Environment as rated by InvestorsMany local and international investors (57% and 60% respectively) indicated that Kenya has anefficient product market while 50% of the local investors and 60% of international investors feltthat the country’s financial services are developed. Further, 51% of both local and international
  54. 54. 2013 National Brand Audit Report 46investors indicated that Kenya has large market that allows firms to exploit economies of scale.However, 36% of the local investors and 23% of international investors felt that the Governmentinterferes with free trade.3.5.2 Investors Source of informationThe sources of information used by investors when researching a new investment opportunity andtheir level of importance are captured in Table 19.Local Investors (n=266) International investors (n=56)Important Neutral NotimportantImportant Neutral NotimportantNewspapers 74% 16% 10% 76% 17% 7%Financial websites 65% 15% 20% 60% 12% 28%Professional advisors 58% 16% 26% 69% 8% 23%Country websites 56% 14% 30% 66% 0% 34%Investment magazines 66% 15% 19% 71% 20% 9%Friends and family 58% 18% 24% 50% 20% 30%Colleagues 62% 15% 23% 47% 12% 41%Analyst reports 59% 17% 24% 56% 16% 28%Television 65% 14% 21% 71% 6% 23%Politicians 23% 13% 64% 30% 9% 61%Reserve banks 51% 15% 34% 38% 10% 52%Table 19: Investors’ Rating of the Importance of Source of InformationNewspapers had the highest rating as a source of information both for local and internationalinvestors. The least rated source of information was politicians at 23% for local investors and 30%for international investors.3.5.3 Factors Influencing Investors’ Choice of Country for InvestmentThe factors that influence an investor’s choice of country for investment are captured in Table 20.Local Investors (n=266) International investors (n=56)Important Neutral Not important Important Neutral Not importantPolitical stability 94% 2% 4% 97% 0% 3%Safety/security situation 99% 1% 0% 97% 3% 0%Economic growth potential 97% 2% 1% 100% 0% 0%Travel infrastructure 94% 5% 1% 97% 3% 0%Stability of currency 90% 5% 5% 94% 3% 3%Skill level of workers 82% 14% 4% 89% 8% 3%Conducive tax regime 89% 10% 1% 94% 3% 3%Conducive business regulations 87% 11% 2% 91% 6% 3%Size of the economy 81% 16% 3% 89% 5% 6%Market size 87% 11% 2% 94% 6% 0%Ease of doing business 90% 4% 6% 94% 3% 3%Investor communications 76% 21% 3% 86% 11% 3%Property rights 86% 8% 6% 92% 2% 6%Utilities infrastructure 86% 8% 6% 89% 5% 6%Cost of doing business 91% 5% 4% 97% 3% 0%
  55. 55. 2013 National Brand Audit Report 47Table 20: Factors Influencing Investors Choice of Country for InvestmentAll the factors were rated as important by over 70% of both local and international investors.3.5.4 Kenya’s Performance in Factors Influencing Investors Choice of Country for InvestmentThe Country’s performance in factors influencing investors’ choice of country for investment is asshown in Table 21.Local Investors (n=266) International investors (n=56)Well Neutral Poor Well Neutral PoorPolitical stability 34% 24% 42% 35% 20% 45%Safety/security situation 23% 29% 48% 29% 20% 51%Economic growth potential 61% 25% 14% 73% 15% 12%Travel infrastructure 51% 30% 19% 61% 27% 12%Technology infrastructure 64% 25% 11% 73% 17% 10%Stability of currency 33% 42% 25% 52% 33% 15%Skill level of workers 63% 22% 15% 69% 19% 12%Conducive tax regime 27% 34% 39% 50% 21% 29%Conducive business regulations 33% 38% 29% 46% 27% 27%Size of the economy 56% 32% 12% 70% 19% 11%Market size 59% 27% 14% 72% 21% 7%Ease of doing business 41% 36% 23% 55% 32% 13%Investor communications 41% 43% 16% 63% 24% 13%Property rights 40% 37% 23% 63% 15% 22%Utilities infrastructure 41% 34% 25% 61% 16% 23%Cost of doing business 30% 31% 39% 45% 23% 32%Table 21: Kenya’s Performance in Factors Influencing Investors Choice of Country for InvestmentThe international investors rated Kenya’s performance in all the factors higher than the localinvestors. The factors rated high by the investors included economic growth potential, technologyinfrastructure, economy and market sizes, and skills level of workers.
  56. 56. 2013 National Brand Audit Report 483.6 KENYAN NATIONALS IN THE DIASPORA3.6.1 Rating of Elements Covered Under the Various Variablesi. Strengths of KenyaKenyans in the diaspora’s perceptions on the strengths and weaknesses of Kenya are shown inFigure 36.Figure 36: Perception of Kenyans in the Diaspora about Strengths of KenyaMost of the elements evaluated under Kenya’s strengths were rated positively except forcorruption, leadership, cost of living, planning, and food security.
  57. 57. 2013 National Brand Audit Report 49ii. Prospects for KenyaThe responses on perception about Kenya’s prospects are captured in Table 22. The elements wererated favourably by the respondents.Number of respondents (n)=36Agree Neutral DisagreeI believe Kenya has a bright future 91% 3% 6%Kenya is on course towards achieving the goals ofVision 203062% 29% 9%Table 22: Perception of Kenyans in the Diaspora about the Country’s Prospectsiii. Attitude towards KenyaKenyans in the diaspora’s responses with regard to their attitude about Kenya are captured inTable 23.Number of respondents (n)=36Agree Neutral DisagreeI am an active ambassador of Kenya in my currentcountry of residence91% 9% 0%I desire to return to Kenya 97% 0% 3%I feel more at home in Kenya than in my currentcountry of residence87% 13% 0%Table 23: Kenyans in the Diaspora’ Attitude towards KenyaAll the elements evaluated rated Kenya favourably.iv. Pride about being KenyaThe Kenyans in the diaspora’s response with regard to their pride about being Kenyans were ascaptured in Figure 37. Many respondents indicated they are proud to be Kenyans.Figure 37: Kenyans in the Diaspora’s Pride about Being Kenyans
  58. 58. 2013 National Brand Audit Report 50The survey also evaluated the likes and dislikes of the Kenyans in the diaspora about being Kenyannationals. The responses are captured in Table 24.Likes Dislikes- Being a richly diverse, God fearing and beautifulcountry- The weather- Kenyans are known to be hard working- Kenyans are hospitable people- Kenyans are innovative- A peaceful nation- Attractive coastline, wildlife and beautiful sceneries- Kenyan athletes and rugby team- Corruption- Tribalism- Bad governance- JoblessnessTable 24: Kenyans in the Diaspora’s Likes and Dislikes about being Kenyan National3.6.2 Kenya’s Ambassadors and Brand destroyers as perceived by Kenyans in the diasporaThe Kenyans in the diaspora who participated in the survey were asked to name individuals orgroups of people who they consider to be Kenyan brand ambassadors as well as those they considerto be the country’s image destroyers. The responses are captured in Table 25.Brand ambassadors Brand destroyers- Sports people, e.g. Athletes, Kenya rugby7s team- Kenyans and Kenyan organisations abroad- Anybody with a positive message to theworld about Kenya- Strong women like Martha Karua, the lateProf. Wangari Maathai- Evans Wadongo who started the MwangaBora initiative- Official government officers sent toforeign countries- Kenyan companies operating outsideKenya- Students in foreign countries- The citizens are the primary ambassadors,because word of mouth is very convincingand first hand believable.- Musicians like Nameless who sing patrioticsongs and promote peace- Politicians- Beach boys who are being portrayed by media to be verydisturbing when tourist are holidaying in Mombasa- Civil society groups who only expose the weakness of ourcountry. These groups rarely talk anything positive aboutKenyaTable 25: Brand Ambassadors and Destroyers as Provided by Kenyans in the Diaspora
  59. 59. 2013 National Brand Audit Report 513.6.3 National Symbols and IconsAsked the objects, items and places they consider to be Kenya’s national symbols and icons, theKenyans in the diaspora who responded provided varied answers as captured in Table 26.National symbols National icons- Nairobi as a business hub- The rich diverse wildlife both animalsand plants, Landscapes (mountains,rift valley, beaches, lakes)- Our cultural heritage- Our Flag- Kenyatta International ConferenceCentre (KICC)- Athletics- Safari boots- Maasai belts- Nyama choma- Kogelo, which is Obama’s ancestralland- Ngugi wa Thiongo- David Rudisha- Paul Tergat- David Kabaka- Wangari Maathai- The Leakey Foundation- Green Belt Movement- Mau Mau veterans- Justice Willy Mutunga- Kenya airways- Kenyan Coffee, Tea, and flowers- MPESA- The rugby team- Jomo KenyattaTable 26: National Symbols and Icons as Provided by Kenyans in the Diaspora3.6.4 Areas where Kenya is excelling as well as Areas it is failingKenyans in the diaspora indicated areas where Kenya is excelling and those it is failing in ascaptured in Table 27.Areas of excellence Areas of failure- In terms of communication, Kenya hasopened up especially with the internetaccess. This is a big influence for economicgrowth- Infrastructure- Technology- Sports like rugby and athletics- Tourism- Small scale business opportunities for theyouth. The rise of SMEs and ease inobtaining bank loans is great- Legal environment and the passing of thenew constitution- Too much corruption- Poor politics- Building tribal friendships- Security- Government Accountability- Wildlife poaching- Environmental protection- Quality of education- Health system- AgricultureTable 27: Kenya’s Areas of Excellence and Failure
  60. 60. 2013 National Brand Audit Report 523.6.5 Kenyans in the Diaspora’s Perception on Their Roles in Changing KenyaThe respondents indicated their roles as captured below:(i) Entrepreneur. I want to involve the youth more. We forget that the youth is the future ofKenya and not some old people who still want to clinch to power.(ii) I want to start a youth ministry.(iii) I need to be the change I want to see. Every little step counts, one Kenyan at a time.(iv) Praying for Kenya and impacting others positively.(v) Researching on better ways to providing affordable energy to rural homes.(vi) My role in changing Kenya is when every other person is being corrupt I will choose theright path. When others are tribalistic I will choose to preach unity and stay away fromtribal talk.(vii) I think tribalism should come to an end and we become one as a country.(viii) Being a good ambassador of Kenya while outside the country and contribution to socio-economic progress of Kenya as a result of skills and knowledge gained.(ix) I encourage Kenyans in the diaspora to gain skills and knowledge they can use when theyreturn to Kenya.(x) Encouraging the society to shun bad traditional practices and politics that have causedstagnation in the development of Kenya.(xi) Going back home and becoming engaged in development.(xii) Returning home and help shape the country. I believe I have a future in Kenya from theskills I have acquired abroad.(xiii) Investing in Kenya.(xiv) Preaching peace on facebook and interacting with other tribes from Kenya and discussinghow to build a better Kenya.(xv) An active participant in objective politics and a marketer of Kenyas natural beauty andpotential.(xvi) Voting for upright leaders.(xvii) Being part of the solution and not problem.
  61. 61. 2013 National Brand Audit Report 533.7 KEY INFORMANT INTERVIEWS FINDINGSDiscussions were held with representatives of the following organizations: Kenya Investment Authority; Exports Processing Zones Authority; and Vision 2030 Secretariat.The findings of key informant interviews are as follows:a. The perception of Kenya’s image locally and internationallyi The new constitution (2010) and Vision 2030 has promoted the Country’s image locallyand internationally.ii The Country is best placed for investment in East Africa due to accessibility of air andwater transport and qualified human capital.b. Kenya’s image two weeks to electionThere was a mixed perception due to the anxiety on the outcome of election by both the local andinternational investors. While some investors feared the election would turn up to be chaotic likein 2007.c. Kenya’s main selling pointsi Fairly developed infrastructure e.g. roads, railways, airlines etc;ii Efficiency in the Kenyans ports;iii Power/ energy sector growth;iv Vision 2030 projects;v Availability of services e.g. schools, airlines, lawyers, accountants etc;vi Government initiatives that encourage both local and international investors;vii Kenya’s market accessibility by airlines;viii Availability of qualified and productive labour; andix Enhanced investor registration processes.d. The main weaknesses of Kenya’s image that need to be addressedi Corruption;ii Controls and regulations that discourage investment; andiii High cost of production.
  62. 62. 2013 National Brand Audit Report 54e. Kenya’s Brand Ambassadors and Driversi Athletes;ii Wildlife;iii Kenyan products like tea and coffee; andiv Mt. Kenya.v Geographical location that allows for connectivity i.e. Kenya is a hub for many countries.f. Icons or symbols representative of Kenyai Education institutions;ii National anthem;iii Culture; andiv Politicians.g. Perception on effectiveness of Brand Kenyai They have promoted Kenyan products.ii They rallied different institutions that bring Kenyans together.iii They organized Olympic Kenya House in London and this improved Kenya’s image.iv The level of the Board’s awareness is low among Kenyans.v Kenyans do not know how to interact with the Board.h. General recommendations to improve the Kenyan brandi The Board should enhance its awareness.ii Brand Kenya Board should liaise with relevant institutions to improve the education sectorand public institutions’ governance.
  63. 63. 2013 National Brand Audit Report 553.8 FOCUS GROUP DISCUSSION FINDINGSA focus group discussion was held in Nairobi and brought together Kenyans in formalemployment, those in self employment and the unemployed. The findings are as follows:a. Awareness of the BoardMost of the participants of the focus group discussion indicated they were aware of the Board.However, many of them stated they did not know the Board’s mandate.b. Perception of Kenya’s imageBelow are some of the responses with regard to what comes to mind when Kenya is mentioned:i. Athletes and rugby.ii. Maasai herdsmen.iii.Safari tours.iv. Colonialism and the Mau Mau fighters.v. Poverty.vi. Tea and coffee.c. Kenya on the international mapThe following is how the participants would place Kenya internationally:i. The economic power of East Africa.ii. Respected due to sports.iii.A country with a long way to go in development, education, economically, and endingtribalism and inequality.iv. A place to invest in.v. A country of intellectuals.d. Kenya’s strengthsSome of the strengths associated with Kenya as perceived by the participants are as enumeratedbelow:i. Natural resources.ii. Diverse cultures.iii.Tourism.iv. Agriculture: coffee and tea. However, the participants cast aspersions as to whetheragriculture is still the backbone of Kenya’s economy given the emergence of other sectorslike oil and coal explorations, and under investment in agricultural sector especially inlivestock.v. Sports: athletics and rugby.vi. Kenya Airways.vii. Attitude of Kenyans: aggressive, warm, hospitable.
  64. 64. 2013 National Brand Audit Report 56viii.Best infrastructure in east Africa e.g. hospitals.ix. Growth in democracy.e. WeaknessesAccording to the discussions, the following were the Country’s weaknesses:i. Slums.ii. Corruption.iii.Tribalism.iv. High crime ratev. High poverty level.vi. Poor road network.vii. Poor health services.viii.Inequality in distribution of resources.ix. Unemployment.x. Overdependence on the western countries.xi. Inadequate education system.f. Brand ambassadorsThe following were identified as brand ambassadors for Kenya.i. S.K. Macharia.ii. James Mwangi.iii.Dr. Willy Mutunga.iv. Local film industry.v. Religious leaders.vi. Maasai culture.vii. Cecilia Mwangi of Ahadi Kenya Trust.viii.David Rudisha.g. Strategies/solutions to help the countryOn the strategies that could be adopted to help boost Kenyan brand, the discussions yielded thefollowing:i. Instil national values from a tender age.ii. Review the education system.iii.Enhance intercultural activities.iv. Review and implement policies that can improve the economy.v. Ensure equal rights and justice.vi. Need for good leadership.vii. Embracing religion.
  65. 65. 2013 National Brand Audit Report 57h. Brand destroyersPoliticians were the sole brand destroyers identified by the participants.i. Drivers of the Kenyan brandi. Natural resources.ii. Patriotism among citizenry.iii.Kenyan exports.j. Kenyan iconsThe participants identified the following as Kenyan icons:i. Safaricom Company.ii. Kenya airways.iii.National parks.iv. Coastal beaches.v. Mt. Kenya.vi. Kenya Commercial Bank.vii. Equity bank.viii.Wangari Maathai.ix. Rugby.k. Nitakuwepo campaignMany of the participants were familiar with the campaign. When asked their views on theCampaign, they had the following responses:i. The Campaign was about promoting Kenya as one tribe and reconciliation after the2007/2008 post election violence.ii. The Campaign was biased as it only showed Kenyans with good living conditions andexcluded the poverty stricken citizens.l. Prospects for Kenya in the next five yearsViews of the participants were sought regarding what the Country will be like in the next fiveyears. Most of their views were optimistic except for tribalism and corruption which they believedwould not have changed. Listed below are the issues mentioned.i. Increase in level of democracy.ii. Growth in representation of minority/disadvantaged groups like youth and women.iii.Growth in economy due to oil discoveryiv. Good image of Kenya portrayed after the peaceful elections.v. Improved living standards.vi. Tribalism will still be there.vii. Corruption will not have been curbed.

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