The Namibia Investment, Promotion, and Development Board (NIPDB) aims to unveil the country’s National Brand in March 2024.
The deadline for the upcoming year has been established as NIPDB embarked on the process of appointing a reputable entity to drive the formulation agenda.
NIPDB is seeking the services of either an international or local company to lead the process.
NIPDB spokesperson Catherine Shipushu highlighted the significance of the National Brand, as it represents a long-term strategic vision to position Namibia as a place to live, visit, and invest in.
“Developing a sustainable and credible national brand will enhance the value proposition and economic incentives for potential investors and tourists to choose Namibia as their preferred investment and travel destination. Apart from national symbols such as the flag or the coat of arms, Namibia does not have a universally recognizable brand and brand strategy,” Shipushu mentioned, while also reminding bidders of the closing date for the tender process on September 7th.
“Namibia must forge a national identity that not only strategically differentiates her but does so in a manner that is credible and relevant. Thus, building a nation brand is no longer an option or a luxury but a strategic imperative for Namibia’s sustainable economic growth.”
To initiate the process, Shipushu explained that a Nation Brand Working Committee, chaired by Deputy Minister of Information and Communications Technology, Emma Theofelus, has resolved to appoint an independent consultant to develop the nation brand strategy for Namibia. The ultimate goal is to enhance the country’s global presence.
Given the magnitude of the project, the bidding process is expected to be highly competitive. As a result, NIPDB is encouraging eligible Namibian companies to submit their proposals for this monumental undertaking, which will shape the country’s future trajectory.
NIPDB acknowledges the specialized and niche nature of nation branding and recognizes the importance of building local capacity. “Therefore, we have mandated all international bidders to partner with a local company or agency. In practical terms, international bidders are required to develop a bespoke program detailing how their respective companies intend to build capacity for Namibians as part of this bid. Bids that fail to meet this provision will not be considered,” Shipushu said.
She further said that the successful bidder will embark on the extensive process of developing the strategy, and will involve consultations with relevant stakeholders in Namibia.
“Drawing parallels, while the United Arab Emirates (specifically Dubai) is renowned for its luxury and the United States of America for their ‘American Dream’, our objective is to create a recognizable brand and identity that unites and is endorsed by all Namibians,” she said.
