Branding Zimbabwe critical as country aims to attract tourists and investors

By Fungai Jachi

Government is optimistic the Brand Zimbabwe Project will make the country a tourism and investment destination of choice as the nation aims to implant a brand positioning in the minds of locals, international stakeholders and global customers.

The Minister of Information Publicity and Broadcasting Services, Senator Monica Mutsvangwa said branding the country is a collective responsibility that requires everyone’s participation.

“We are inviting all Government Ministers, Permanent Secretaries, Commissioners, Council of Chiefs, Parliamentarians, the Judiciary, Parastatal boards and management, Garner organisations, the business community, captains of industry and commerce, leaders of religious organizations, tourism associations, university Vice Chancellors, youth organisations, representatives of political parties and senior Government officials to be part of this much-awaited Brand Zimbabwe launch.

“Branding helps shape us as a country. It reflects who we are and who aspire to be. Beyond the Government of Zimbabwe, this endeavor is a collective responsibility requiring everyone’s participation,” she said.

Business analyst welcomed the move to launch the Brand Zimbabwe project.

“Branding is important in every business and this move is welcomed. When we project a brand as a country there is more coordination in the activities being undertaken as a country which brings productivity,” said Vengai Nhau, a business analyst.

Another analyst, Mr Clement Mukwasi noted, “This is a move in the positive trajectory because as a country we need to speak with one voice and market our country. Branding in every business is critical and we applaud the government for coming up with this initiative.”

Women in Tourism vice president Mercy Mushangwe said, “Branding is critical because through the market will grow and we will get more clients which will increase our gross domestic product.”

The Second Republic’s engagement and re-engagement policy thrust is already bearing fruit with a number of foreign companies showing interest to invest in the country.