NATION BRANDING CONCEPTUALISING THE IMAGE PERCEPTION OF GHANA AS A BRAND

ABSTRACT 

The purpose of this study was to explore the current image perception of Ghana as a brand in order to generate recommendations for the country in developing a strong nation branding strategy. This study employed qualitative approach. Primary data was collected through focus group discussions and in-depth interview. Non-probability sampling technique specifically purposive sampling was used to establish the final sample size of 26 respondents. The study employed content analysis technique to analyze the empirical qualitative data generated from the interviewing process. The findings of this study revealed that, the negative image perception that Ghana has as a country has a causal effect on the ability of the country to attract businesses and foreign direct investment. It also emerged from the study that, the utilization of nation branding would facilitate the re-packaging and dissemination of Ghana as an attractive country for both citizens and foreigners maintaining that Ghana must take the initiative to market and reach out to outside world through branding. This study was limited to the perception of Ghanaians. However, future research should consider the perception of non- Ghanaians in examining the image and the relevance of branding Ghana.