Johannesburg - In an African first, Interbrand Sampson East Africa has been awarded a tender to develop a brand master plan for Kenya, by the Brand Kenya Board.
The consultancy group's head office is Interbrand Sampson, the Johannesburg-based design and branding consultancy. It, in turn, is affiliated to Interbrand, a global network.
Under the contract, Interbrand Sampson will develop a brand strategy to positively position the country and its key sectors such as agriculture, the quality of goods and services and the attractiveness of its culture.
The Brand Master Plan project will also address priority areas such as tourism and investment opportunities and economic and foreign policies, among others.
Speaking during the signing ceremony, the Brand Kenya Board chief executive said the Master Plan will play a big role in positioning Kenya as the destination of choice for investors and tourists. It will also facilitate the growth of key sectors of the economy by building on the positive attributes of the country.
"As the only global group with a long-term, well-established partnership in East Africa, we are uniquely positioned to partner with the Brand Kenya team to deliver a truly professional brand action plan and strategy," says IS CEO Doug de Villiers.
"In the 2010 Interbrand Sampson Ai investment survey, Kenya ranked as the fourth most attractive investment destination in Africa. We want to improve this even more."
Brand Kenya CEO Mary Kimonye believes Kenya's international image has already improved after the peaceful and successful referendum on a new constitution. Now, she says, the Brand Kenya Master Plan will strengthen this perception and use it as a spring board for future growth.
Interbrand Sampson will develop the Master Plan project in partnership with Synovate-Kenya's leading research agency.
"The Master Plan will be at the core of all the branding activities that will be undertaken by the board because the successful implementation of this project will place Kenya among the first African countries to create a country brand," says Kimonye.
"It will increase competitiveness and awareness and will impact on perceptions of products and services offered by Kenya on the global scene."
IS East Africa executive director Tom Sitati said the branding exercise "will enable Kenya to build its core competencies and unique opportunities, as well as future aspirations relevant to trade, tourism, investors and citizens".
Brand Kenya Board is a state corporation established in March 2008.