Prof Arthur Mutambara speaks about branding

Listening to a speech by Professor Arthur Mutambara, I could not help wondering if he might not be just as capable of hosting the workshop instead, such was his knowledge of the theory of branding.

Prof. Mutambara's subject was the role of a nation brand in economic development. The content clearly reflected his consultancy and academic background, and was delivered in an engaging manner. His basic point was that the development of a nation brand is not a "nice to have." It is about money. He then reviewed essentials of nation branding in terms familiar to brand marketers, stressing the need to combine substance, relevance and differentiation in order to manage the external perceptions of a country.