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APPRAISAL OF THE EFFECT OF SELECTED MARKETING COMMUNICATION MODELS FOR AN EFFECTIVE REBRANDING NIGERIA PROJECT.

CHAPTER ONE 

INTRODUCTION 

1.1 Background of the Study

: Over the years, the image of Nigeria and Nigerians (that is, how our external publics see us) has been quite negative. The image of Nigeria and Nigerians has a lot of implications on our social, economic, technological and political success or failure as a people. This is because our image determines how the international community assess us and relates with us. It is based on this that various administrations in Nigeria have embarked on one image-management project or the other, including the “Heart of Africa” programme of the Obasanjo regime to the recent “Rebranding Nigeria” programme, all to no avail. Dora Akunyili (2009:2) campaigned that the National Rebranding Project is a systematic response to address the country’s negative image problem. The rebranding initiative drew heavily from the internal components of the previous image project, ‘Heart of Africa.’ It is designed to be people centered through Private, Public, and People's Partnership (PPPP) paradigm shift. This campaign sought to bring about attitudinal change, reorientation, revive cultural values and instill a renewed spirit of patriotism and hope in all Nigerians. But not too many Nigerians seemed to believe in this and the style of piloting the image-management programme. Thus, a lot of public outbursts, cynicisms and criticisms greeted the rebranding Nigeria project championed by the ex-Minister of Information, Professor Dora Akunnyili. Many social commentators argue that the right marketing communications models and strategies were not employed by the implementers. They insist that for Nigeria and Nigerians to effectively market themselves acceptably to the international community, they must first conduct an image and reputation management audit, which is a national re-examination of values, followed by a holistic marketing communications programme that would change the perceptions of the international publics about us from the negative to the positive sides. This calls for a change of attitude on all Nigerians in a spirit of sound reputation management. This, some critics argue, should have been the philosophy behind the recent rebranding project of the Nigerian government, Fakoya (2009:5). This must have informed the jettisoning of the rebranding programme by the Goodluck Jonathan’s administration, and its replacement with what he calls “A Transformation Agenda” that its philosophy, ideas and implementation has remained hazy so far.

Project detailsContents
 
Number of Pages144 pages
Chapter one Introduction
Chapter two Literature review
Chapter three  methodology
Chapter  four  Data analysis
Chapter  five Summary,discussion & recommendations
ReferenceReference
QuestionnaireQuestionnaire
AppendixAppendix
Chapter summary1 to 5 chapters
Available documentPDF and MS-word format


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