Brand Jamaica needs backitive … Part 2

(Last week I spoke about Brand Jamaica looking at the importance of reputation to brands, especially Nation brands. I noted that despite the positive international coverage Jamaica receives, while good for brand image, the underlying issues we face as a country continues to prevent the translation of brand recognition into investment for the country.)

Today, I look at what I believe it will take to convert Brand Jamaica into cash … an all-encompassing, integrative national identity strategy. This will involve:

1.    Government Support: We will need national government policy-makers

to grasp the importance of having a national identity framework, which places the emphasis on ‘competitive identity’ and a positive nation brand image. Countries like New Zealand, Australia, Spain and Ireland all present as excellent models of countries whose nation branding process resulted in radical change of the perception and awareness of their nation identities abroad.   This means therefore that the Jamaican government must take a proactive approach to nation branding, recognizing the relational linkages to economic growth, such as: an increase in investment and exports, improved figures in visitor arrivals, confidence boast in the products the nation produces. 

2.    Public-Private Partnerships:  Firms in their own best interest and in furthering

national interests may need to help the government drive ‘Jamaica’s Vision 2030 Jamaica – National Development Plan’, specifically funding and ensuring the implementation of public education campaigns whose objectives are to promote a sense of national and individual identity, raise the level of understanding about the linkages and connections between nationalism, individual growth and the nation’s economic development. It is important for all stakeholders in nation-building to become involved with re-socializing how people relate to each other and to eliminate disrespectful behaviours that reflect poorly on the country’s image. The public education campaign’s primary objective is therefore to highlight positive core values that build social and cultural capital and for nationals to understand his/her role in protecting the brand Jamaica image.  As Jamaica develops, so will the private sector which therefore has a stake in ensuring that the brand on the whole is lucrative.

3.    Political Integrity: A nation is judged domestically and internationally by its leaders’

performance and reputation.  Leaders’ reputation is a critical aspect, which permeates and impacts other channels of economic and social development. The nation’s leaders must exemplify and communicate good governance consistently.  Therefore Jamaica needs to establish a political policy that distinguishes itself as a country that places emphasis on political integrity, accountability, responsible and ethical governance.  All of which can strengthen its relations in international markets as ‘outsiders’ recognize that its people demands accountability and ethical governance from its leaders. Ministers of government daggering at party meetings or flouting known procedures somehow doesn’t paint a picture of responsible governance.

4.    Parenting: If as a country we are to be successful in re-socializing citizens then it

must start at the first teaching point, the home. Parents should bear the brunt of the responsibility to train their children to be good citizens, contributing positively to their country. With the family at the foundation of every society, improving parenting can go a long way in re-building Jamaica, providing a quality brand. More organisations – church, civic groups, school - are therefore needed to support parenting and the preservation of right values and attitudes. In Japan, school curriculum at the Elementary, Junior High and High School levels includes Moral Education and Civics. As early as preschool, students are taught to maintain cooperative relationships with their peers, proper manners, how to speak politely and how to address adults as well as how to relate to their peers in the appropriate manner. This serves mainly to preserve social values and transmit them to the next generation.

Companies invest millions in building and maintaining their brand’s reputation. Because

the truth is, it all boils down to, reputation. People buy into the reputation of your product. Pun intended.

 So, what are we doing about brand Jamaica?