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Appraisal of the Effect of Selected Marketing Communication Models for an Effective Rebranding Nigeria Project

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Description

Download Appraisal of the Effect of Selected Marketing Communication Models for an Effective Rebranding Nigeria Project. Marketing students who are writing their projects can get this material to aid their research work.

Abstract

The image of Nigeria and Nigerians has been highly corroded amongst her international public. This has a lot of implications on the country’s social, economic, technological, and political relations with other nations and people.

This study was therefore motivated by the desire to discover the best marketing communications approach for rebranding programs in Nigeria.

The population of the study was made up of all staff of the Federal Government Ministries and Agencies that manage image/rebranding programs. They have a total population estimate of 1,200,000 people. The data collection was by questionnaire.

A sample size of 400 was determined by the Taro Yamane formula. The reliability and validity test was done with Cronbach Alpha, with a value of 0.85 and an inter-item (standardized) coefficient of 0.89. The five hypotheses formulated were tested with ANOVA (hypotheses 1, 2, and 4) and Chi-Square (hypotheses 3 and 5).

Introduction

Over the years, the image of Nigeria and Nigerians (that is, how our external publics see us) has been quite negative. The image of Nigeria and Nigerians has a lot of implications on our social, economic, technological, and political success or failure as a people.

It is based on this that various administrations in Nigeria have embarked on one image-management project or the other, including the “Heart of Africa” program of the Obasanjo regime to the recent “Rebranding Nigeria” program, all to no avail.

Dora Akunyili (2009:2) campaigned that the National Rebranding Project is a systematic response to address the country’s negative image problem. The rebranding initiative drew heavily from the internal components of the previous image project, ‘Heart of Africa.’

It is designed to be people-centered through the Private, Public, and People’s Partnership (PPPP) paradigm shift. This campaign sought to bring about attitudinal change, reorientation, revive cultural values and instill a renewed spirit of patriotism and hope in all Nigerians.

Thus, a lot of public outbursts, cynicism, and criticisms greeted the rebranding Nigeria project championed by the ex-Minister of Information, Professor Dora Akunnyili. Many social commentators argue that the right marketing communications models and strategies were not employed by the implementers.

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