Nation Branding: Ghana

Abstract

Akwaaba – welcome to Ghana, also referred to as "island of peace" in one of the most chaotic regions on earth. Ghana is usually known as “Gold Coast” due to large gold deposits in the southern parts of the country. The Ghana as a relatively new nation has not developed extensive symbols. If successful the branding of Ghana would allow the country to flourish at an incredible rate. The nation branding of Ghana can be done from its Coat of arms which represents the most distinctive emblems originated from nationalist movement. The key elements considered while branding Ghana are Gold, Cocoa, Oil and Volta Lake. Ghana is rich mineral resources such as gold, diamonds, manganese, limestone, bauxite, iron ore as well as various clays and granite deposits. Despite of all the advantages of Ghana, the branding is not so successful because Ghana is deprived of any international brands, which provide a success guide framework to emerging brands. The main impediment is the fact that Ghana cannot be separated from the negative image of 'brand' Africa.

Keywords: Nation Branding, Ghana, Africa, Business, Gold, Cocoa, Oil, Volta Lake