I am delighted to welcome you all to the unveiling of the Nigeria Reputation Management Group (NRMG), a groundbreaking initiative of the Nigerian Institute of Public Relations (NIPR), under the supervision and support of my Ministry, aimed at repositioning and bolstering the brand reputation of Nigeria.
Today’s event marks a significant step forward in our collective resolve to redefine ourselves as a people and thus enhance our nation’s image and reputation on the global stage. The NRMG will play a pivotal role in promoting and changing the global perception of our dear country, by showcasing and highlighting our true identity, achievements, strengths and positives, while also amplifying the voices of our various peoples.
To accomplish this, the Group will build strategic partnerships and collaborations with stakeholders across various sectors, including government, private industry, civil society, the media and youth organizations, within and outside the country.
As you’re all aware, a country’s brand reputation is one of its core assets, alongside its financial and natural and mineral resources. However, the intangibility of brand reputation means that it is often not reckoned with or grossly underestimated in the accounting of a country’s primary assets. This dismissive mindset is what the NIPR seeks to challenge, through the NRMG.
There are various initiatives out there that rank countries on the strength of their national brand. One of these is the Nation Brands Index by IPSOS, that in 2023 ranked Japan as the most valuable nation brand in the world, upstaging Germany – which had held the position for the preceding six years – on the list of 60 countries ranked.
Countries are ranked on that Index according to how they score on six primary indices, in the perceptions of respondents drawn from around the world: Exports, Governance, Culture, People, Tourism, and Immigration and Investment. Noteworthy is the fact that Japan steadily rose on that particular ranking, from 5th place in 2019, to 4th in 2020, 3rd in 2021, 2nd in 2022 and then 1st in 2023.
I am not claiming that this is an infallible or perfect ranking, and this should not be taken as an endorsement. I am only sharing one perspective out of multiple – albeit a thought-provoking one, that should inspire useful conversations about how countries are perceived and how they position themselves to be perceived.
According to Simon Anholt, the brain behind the ranking, there is a direct link between the intangible asset of national brand and tangible country characteristics like the ability to attract trade, investment, tourism, and talent.
I see a self-reinforcing mechanism at play in this issue of national brand and reputation. A strong national brand attracts talent, tourists, and investors, and this combination in turn further strengthens the country, positioning it to attract even more positives. The reverse is also the case, a weak national brand will discourage investments and talent, depriving a country of what it needs for national development, an unfortunate scenario that further weakens perceptions of brand quality.
It is therefore important for Nigeria to take its national brand very seriously. I believe we can start by honestly assessing our strengths and weaknesses. Yes, we have our challenges and reputational weaknesses, but we also have significant strengths and untapped potential.
In the area of culture, for example, Nigeria has one of the strongest brands in the world, especially on account of our music and our literature. Our films, fashion and food are also making impressive strides, and with more intentional support, can conquer the world just as boldly as our music is doing.
It is against this backdrop that this commendable new effort by the Nigerian Institute of Public Relations is emerging. I must really commend the leadership of the Institute, under the President and Chairman of Council, Dr. Ike Neliaku, for displaying strong and proactive leadership of the esteemed profession. I am indeed very delighted, as the Minister of Information and National Orientation, to be involved in and associated with this endeavour.
When I assumed office in September 2023, I rolled out a five-point agenda as my blueprint for the sector. The second pillar of that agenda is as follows: Amplify programs and policies of the Federal Government, as well as inspiring Nigerian stories and narratives. This pillar was carefully included as to embody my determination to restore and upgrade Brand Nigeria, through storytelling and strategic communications.
You can therefore understand my delight that the NIPR has emerged as a worthy and committed partner to this all-important cause. I very much look forward to the exploits that we will together achieve for the brand reputation of Nigeria.
The third pillar of my Ministerial agenda is about the reorientation of national values in Nigeria, which is an area that is closely linked to national reputation and branding, in addition to being one that is very dear to the heart of President Bola Ahmed Tinubu, and is a corner-piece of the Renewed Hope agenda.
Charity, it is said, begins at home. We cannot have a strong national brand on the global stage without first achieving it here at home, by fully activating the belief and pride of Nigerians in their motherland. I commend the efforts of the National Orientation Agency which is taking the lead in this reorientation of our national values system, through efforts like the development of a National Values Charter, and the repositioning of our national symbols like the anthem and the flag.
Distinguished guests, ladies and gentlemen, the journey of a thousand miles begins with a single step. We will not be deterred by the distracting noises of cynics and naysayers.
On this note, let me again commend the Nigerian Institute of Public Relations (NIPR) for this laudable move, and pledge the full and unalloyed support of the Federal Government and the President Bola Ahmed Tinubu Administration towards ensuring the success that it deserves.
I thank you all for your kind attention.
Mohammed Idris, fnipr
Minister of Information and National Orientation
Abuja, Nigeria
