The Federal Government has unveiled the Nigeria Reputation Management Group (NRMG). This is part of efforts to enhance Nigeria’s brand, reputation, and reposition it for national development.
The federal government through the Minister of Information and National Orientation did the unveiling recently at the occasion held at National Assembly Library Trust Fund, Abuja.
Speaking at the unveiling, the Minister of Information and National Orientation, Mohammed Idris, said the initiative seeks strategic partnerships across sectors to enhance Nigeria’s brand reputation. It is as crucial as financial resources for national development.
According to the Minister, the initiative is spearheaded by the Nigerian Institute of Public Relations (NIPR) under the Ministry of Information and National Orientation. It aims to reshape Nigeria’s global image by highlighting its strengths and achievements while addressing negative perceptions.
His words, “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 natural and mineral resources.
Speaking on the importance of brand reputation in Nigeria he said, “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. Various initiatives out there rank countries on the strength of their national brand. One of these is the Nation Brands Index by IPSOS, which 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 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,” he said.