Odia, Edith O.
Department of Marketing,
Faculty of Management Sciences,
University of Benin, Benin City,
Edo State, Nigeria
Abstract
The main objective of the study was to determine the images of the Nigeria brand and its sub-brands. The study also sought to investigate if significant difference exists between Nigerians and Non-Nigerians in their perceptions as well as the relative image of the thirteen (13) sub-brands. In addition, the study aimed at identifying the demographic and socio-cultural variables that influence perception of the Nigeria brand. Quantitative and descriptive survey research designs were adopted in this study. The population of interest includes Nigerians and Non-Nigerians who are above the age of 18 years. The independent t-test and analysis of variance, and Student Newman Kuels multiple-range procedure tests were performed at 0.05 level of significance. The results obtained showed that the image of Nigeria mother brand was neither positive nor negative. No significant difference was found between Nigerians and Non-Nigerians in their perceptions. In summary, the outcome of the multiple range test succinctly revealed that Nigeria brand was only rated positively above average mean perception on six (6) sub brands: people, tourism, movies/music, sports, fashion and clothing, food and drinks. Nigeria’s three weakest sub-brands were electoral system, safety/security and governance. The study recommends that Nigeria branding experts should build on the nation’s strength to enhance the nation’s image home and abroad. It was also suggested that government should strategically improve security, reduce corruption especially in government, ensure credible elections and technologically support entrepreneurs in developing global brands.
Keywords: Brands, Branding, Brand image, Nation brands, Nigeria brand
