eBusiness Weekly
Dr Musekiwa Clinton Tapera
Stereotypes are referred to as conclusions that people hold about other nations because they do not have enough information about them.
It is argued that stereotypes can be described as outdated over simplifications and generalisations based on perceptions instead of facts. People who endorse negative stereotypes are referred to as biased because they have negative evaluations that are not grounded on reality and truth or correct or adequate information.
Therefore bias or holding some stereotype is a reality but one that can be controlled and utilised to infuse positive thinking or perceptions in the target market and audience.
Since stereotypes are about distorted ideas, they can be difficult to change. Stereotypes for branding specialists seem to be the enemy and the best friend of nation branding practitioners.
This is because in practice stereotypes can be utilised as the starting point from which a nation brand can be developed.
The negative perception of Zimbabwe and negative media attention can be utilized as an effective starting point for nation branding strategy because information already exists in the public domain from which a nation brand can be created.
Stereotypes are a bridge to people’s minds over which new information can be transmitted. Thomas Carthed explains that as a Swedish brand manager, he was actually satisfied that people held at least some stereotypes about Sweden and that even if the stereotypes were negative and incorrect at least there was something to build
upon.
The fact that Zimbabwe is stereotyped in the Western World should be taken as a good starting point to build a strong and appealing nation brand.
Use of stereotypes is inevitable for societies to make sense of themselves.
What it calls for is that branders are supposed to endeavour to ensure that a country’s image and reputation is fair, balanced and a useful reflection of its real assets.
They should be based on Competences and offerings not outdated, unjustified and biased perceptions informed by long past events or unfounded and ignorant assumptions.
It is, therefore, important that the nation branding strategy for Zimbabwe needs to seriously consider the above position because if national stereotypes I are widely accepted, rigid and integrated into societal practices, the risk is that the strategist can be binded by the stereotypes themselves and fail to take that as an opportunity from which to build
upon.
The fact that Zimbabwe is etched in the minds of prospective Western stakeholders as a hostile nation, violent and in political turmoil-stereotypes themselves considering reality on the ground, Government agencies and marketers in general should utilise them as a platform from which the image of Zimbabwe is transformed.
The negative international media coverage, the quick recall of Zimbabwe in the minds of consumers and negative perceptions can be exploited by marketers and bodies such as ZTA to correct this position through the provision of accurate, credible, comprehensive and evidence based information to targeted audiences.
In addition, properly packaged information crafted after careful diagnosis of the existing challenges, utilising appropriate media channels and platforms will transform the mindset of prospective investors, tourists and talent seekers.
Importance of situational diagnosis in nation branding
Advocates of nation branding are of the view that government and citizens always believe that there is a problem with their international image but invest little effort in the diagnosis and analysis of the image problem.
Government and concerned nation branding strategists are pre-occupied with the notion of a country having a negative reputation and are prompt to crafting solutions before properly dissecting and understanding the problem.
It is a fundamental premise of any strategic intent to be highly focused and specific about the nature of the problem to be addressed so that the right strategy can be developed for confronting it.
Simon Anholt a nation branding guru argues that it is of paramount importance to be concretely sure that there is a problem not simply a perception or a stereotype about the nation.
Avraham and Ketter, to bolser the above argument, focusing on the Middle East, afflicted by conflicts, terror attacks and war advocate for the uncovering of strategies used by marketers there to restore a positive image to bring back tourism in the past decades.
They stress the need for image restoration strategies by marketers in general and those dealing with the destination specifically. There is real need to understand the source of the problem before embarking on image restoration strategies.
