BRANDING I am told according to research before a potential customer buys ones product or service, he or she should have heard about the product or a service at least 27 times which means positioning of any product or service is essential. Uganda once spent 1 million dollars on advertising on CNN and yes, many guys are still angry about that till now many years down the line. The whole project had a few issues yes but the idea of branding uganda was a perfect one though it lacked consistence. My fellow Ugandans did you know for example MTN uses over 3 million dollars on branding alone in uganda every single year? Do you also know that Coca cola has been around for over 200 yrs but are thinking about innovative ways of branding all the time and yet according to me and some of you Coca cola shdnt be branding because its a very well known brand. Do you guys know that the poor in say India and Malaysia could be living in worse conditions than the poor in Uganda? But what comes to your mind when you think about India and Malaysia? Its incredible India and Malaysia truly Asia!! Why? Great branding. Malaysia for example receives over 24 million tourists a yr earning directly over 13 billion dollars probably over 24billion dollars directly and indirectly that is assuming each tourists spends say 1000 dollars on visiting. Now Ugandas GDP is about 21 billion dollars which means these guys earn more than our annual GDP from only sector but remember manufacturing, agriculture, aviation etc are also direct beneficiaries of the same tourism. Agro tourism for example earned them 2.5 billion dollars last yr and are positioning it to earn a lot more by engaging farmers on dealing with tourists and diversification of Agro tourism products. -As a country we are witnessing change of heart and growing national pride exhibited through things like the dressing of the uganda cranes jerseys not only during the football time but also general dressing over weekends, jogging in the morning or evenings something we must continue to do a people. This is a great habit to nurture. -We, Ugandans must put pressure on the leadership to invest heavily in branding of uganda and demand for results from those responsible -We Ugandans can make sure that every tourist coming to uganda buys uganda Tshirts or shirts even reward those we see boarding planes with branded uganda Tshirts and yes, every Ugandan especially those traveling abroad must force themselves to dress on a Ugandan branded Tshirts. I never board a plane without a Ugandan branded Tshirt and yes, I get lots of questions in the planes, airports etc about uganda and yes, that gives me an opportunity to showcase the positive side of uganda. By the way, people respect those that have national pride something I have witnessed myself Our social media can be a great sales tool for uganda, we can each have national colors on our social media and post great photos of our motherland -Uganda has so many Ugandans working in many international media houses who shd encourage to do what Kenyans are doing. They make sure Kenya attracts positive news all the time. Yes, local media houses have done a job in promoting tourism though their headlines of late are killing same good efforts. Encourage them to have more positive stuff. -We can put pressure on all airlines flying in and out uganda to showcase our beauty before landing either in Uganda or abroad since they are making money by flying into our country -We must make showing of Ugandas beauty at every conference, football match, marathons, music concerts, a MUST -We must sure every serious international visitor goes out of Kampala to see our great beauty and encourage them to twit or facebook -We have over a million Ugandans living and working abroad who must encourage to sale uganda positivity and we can help them set up tour companies in partnerships with Ugandans living here to spur growth. Anyway, examples of how we can brand on normal clothes we use while traveling within or without uganda. By the way, even as an individual do everything possible to brand yourself as well but what you say must correspond with what you do because people see and judge you more by what you have done not what you say.........
Posted on: Fri, 24 Oct 2014 08:08:34 +0000
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