GRADUATE SCHOOL OF BUSINESS AND LEADERSHIP NATION BRANDING STRATEGY: A CASE STUDY OF BRAND ZIMBABWE BY CLEVEN MASANGO (STUDENT NUMBER -215076580) A THESIS SUBMITTED IN FULFILMENT OF THE REQUIREMENTS FOR THE PHD IN LEADERSHIP STUDIES SUPERVISOR: DR VANNIE NAIDOO 2019 DECLARATION I, Cleven Masango (215076580), declare the following: a. This thesis is a product of my original research work. b. This thesis was submitted to UKZN examination and was never lodged with any other institution of higher learning. c. This thesis is free from any other person’s data, pictures, or diagrams, otherwise all secondary data / information was acknowledged as coming from such named sources. d. This thesis is a collection of my independent writings unless specifically acknowledged as having come from other researchers. Where other written sources have been used and quoted: i. Their words were rephrased but the general information attributed was referenced; ii. Where exact words are used, the writings are in quotation marks and referenced. e. This thesis does not contain data, pictures, or diagrams or graphics copied and pasted from the internet unless specifically acknowledged and the sources are detailed in the thesis and the references sections. Signed: ................................................................................ Date: 19 August 2019 ii ACKNOWLEDGEMENTS I would like to begin by acknowledging the guidance of my supervisor, Dr V. Naidoo, during the study period. I developed the knowledge and capacity to conceptualize nation-branding discourse because of the challenging questions she frequently asked me during my research. She was very accommodating of independent enquiry and provided key pointers that shaped this investigation. I would also like to express my heartfelt appreciation of the role played by Dr J. Kateera (the then Permanent Secretary in the Ministry of Macro Economic Planning and Investment), who assisted me during the research as a way of giving back to academia. She was also very instrumental in establishing important links with key informants who contributed to this enquiry. Her insights and comments about my research were very thought- provoking. I acknowledge the works on the study of nation branding done by Simon Anholt and Keith Dinnie. Their contribution to the study and practice of nation branding stimulated my interest to seek solutions to deal with the challenge of Brand Zimbabwe. Special thanks also go to Dr O. Mazombwe and Dr R. Ndhlukula, Mr Aluwisio Mukavhi (statistical analysis), Mrs Modern Chipara (language editing), Adonia Masango (proofreading) whose contribution and insights contributed to the quality of this research. Last, but not least, I wish to acknowledge all the respondents who took part in this study and without whose input this study would not have been possible. iii DEDICATION To my father and mother, (Maxwell & Mirika Chisuhwa), my adorable wife Adonia and loving sons Rinell, Ryan, Ralph and Rodney. Thank you, guys, for your encouragement and unwavering emotional support during this long and demanding journey. You were there for me. This is for you! iv ABSTRACT This study focused on nation branding strategy for Zimbabwe. The main objective of the study was to develop strategic insights and knowledge for the development of an effective and sustainable nation brand for Zimbabwe. This study deployed a combination of phenomenological and positivist approaches; hence benefited from methodological and concurrent triangulation. Qualitative and quantitative data were collected concurrently which allowed corroboration and validation of findings. The study adopted a non-probability sampling method, using both purposive and quota sampling techniques to allow for conscious selection of respondents based on competence, perspective, experience, and convenience. The sample comprised respondents involved with Brand Zimbabwe whose opinions and insights influence their behaviour towards Zimbabwe. Respondents came from Zimbabweans in the Diaspora, NGOs, academics, business, government and foreign visitors. Data were collected through questionnaires and interviews. Statistical Package for Social Science (SPSS) was used to analyse quantitative data while thematic analysis was applied on qualitative data. The study established that there are multiple key actors who should influence nation branding in Zimbabwe. Coordinated involvement among these key actors is crucial. The study also found that nation branding and management was not consciously practiced in Zimbabwe. It was also established that Zimbabwe ranked poorly on the Global Competitiveness Index (GCI), largely owing to policy instability, restrictive foreign currency regulations, and poor governance. The study proposed a seven-step process for branding Zimbabwe. Successful implementation of nation branding strategy requires wholesome participation and systematic coordination. Accordingly, a strategic framework for the implementation of Brand Zimbabwe strategy was also proposed. The study recommended the establishment of a formally recognised institution to steer the nation brand construction efforts. Nation brands cannot be strong and competitive if the underlying product is poor. No amount of astute marketing and brand communication can address what are perceived to be inherent and apparent ‘bad country brands. Positive nation brand equity does not just happen; there is need for a concerted effort to manage the development of an attractive nation brand and grow its equity. Key words: nation branding, brand strategy, nation brand equity, nation brand competitiveness, Brand Zimbabwe v TABLE OF CONTENTS DECLARATION ....................................................................................................................... ii ACKNOWLEDGEMENTS ..................................................................................................... iii DEDICATION .......................................................................................................................... iv ABSTRACT ............................................................................................................................... v LIST OF TABLES ................................................................................................................... xii LIST OF FIGURES ................................................................................................................ xiv APPENDICES………………………………………………………………………….…….xv LIST OF ABBREVIATIONS ................................................................................................. xvi CHAPTER I ............................................................................................................................... 1 THE PROBLEM AND ITS SETTING...................................................................................... 1 1.0 Introduction ...................................................................................................................... 1 1.1 Background of the Study .................................................................................................. 1 1.1.1 The Concept of Nation Branding ..................................................................................... 1 1.1.2 Political and Economic History of Zimbabwe ................................................................. 2 1.1.3 The Need for Nation Branding in Zimbabwe ................................................................... 9 1.2 Statement of the Problem ............................................................................................... 12 1.3 Research Objectives ....................................................................................................... 14 1.4 Research Questions ........................................................................................................ 14 1.5 Significance of the Study................................................................................................ 14 1.5.1 Value to the Nation ......................................................................................................... 15 1.5.2 Contribution to the Body of Knowledge ........................................................................ 16 1.6 Research Hypotheses ...................................................................................................... 17 1.7 Theoretical and Conceptual Framework ........................................................................ 17 1.7.1 Theoretical Framework .................................................................................................. 17 1.7.2 Conceptual Framework .................................................................................................. 18 1.8 Delimitations of the Study .............................................................................................. 20 1.9 Research Methodology ................................................................................................... 20 1.10 Perceived Limitations of the Study ................................................................................ 22 1.11 Structure of the Thesis .................................................................................................... 22 1.13 Definition of Key Terms ................................................................................................ 24 1.14 Summary of the Chapter ................................................................................................. 25 vi CHAPTER