Chief Executive of “Brand Ghana”, Mr Mathias Akotia says “Brand Ghana” is about defining the country’s identity in connection with our behavior. Speaking on Business Trends on Joy FM Wednesday, Mr Mathias explained that a country brand is a conscious management of a country’s identity and its communication to gain international recognition as well as to construct a favourable national image. According to him, our behaviour as citizens of the nation should be consistent with whatever we communicate to the outside world. “Its about perception, it’s about image being formed about you. The best forms of communication are about behaviour that supports the kind of proposition as a country we want to offer to those whose attention we seek”, he said. According to him, branding the nation involves an internalization process for people to effectively express themselves to foreigners. He further explained that for a country, the primary vector of branding is its people, and a conscious effort should be made to turn the people around to exhibit the kind of values that will attract the attention of outsiders. He said doing this should start with the nation’s leadership right down to the ordinary person. “It is the whole nation speaking with one voice”, he said. He cited the example of South Africa, saying, crime is low, their currency is stabilized, it is getting all the economic attention because its citizens participated in the branding agenda. Head of Marketing Department, University of Ghana, Mr Robert Hanson who joined the discussion later on phone said the initiative is laudable but sounded a note of caution that “it is imperative that we keep an eye on resources”. Mr Mathias stressed, however, that his office would work with the media and resource persons to successfully achieve the “Brand Ghana” initiative but noted that Ghana can’t think of having a tag-line now. By: Dorcas Efe Mensah/myjoyonline.com/Ghana