CIMG regional brand Index report could boost intra-African trade, says Prof Appiah-Adu

The Chartered Institute of Marketing, Ghana (CIMG), last year, set out on a mission to promote the tourist and economic potentials of each of Ghana's sixteen regional brands

Professor Kweku Appiah-Adu, head of delivery, monitoring, and evaluation at the Office of the Vice-President, has called on the Chartered Institute of Marketing Ghana (CIMG) to collaborate more closely with the African Continental Free Trade Area (AfCFTA) and other organisations in Ghana to advance intra-African commerce. 

The goal of CIMG last year was to help Ghana’s “Year of Return” programme, a homecoming package designed to entice Africans living abroad to continue supporting Ghana as a homeland and the best place for investment and tourism.

This was revealed at the unveiling of the CIMG Regional Brand Index, which named the Ashanti region as the most branded region overall with a score of 79.42%. Other factors included culture and history, local tourism, and the economic climate.

The Greater Accra Region came in second with a rate of 79.23%. With 8.05%, the Ahafo region received the worst ranking.

Speaking on the sidelines of the launch of Ghana’s first regional brand index report, Prof Kwaku Appiah-Adu said the report provides the regions with the chance to identify their strengths and shortcomings and aids in the attraction of investment.

“We have also talked a bit about investment attraction. Tourism. Very important. I remember the time of the late  Jake Obetsebi Lamptey. His main focus was to make tourism the second foreign exchange earner in Ghana’s economy.”

“I believe that is still doable. Look around, the Eastern African countries tend to be ruling Africa in the area of tourism. But Ghana, we have so much,” he said.

Dr Daniel Kaser-Tee, president of the Chartered Institute of Marketing Ghana, predicted that this report would help practitioners brand the various locations in which they operate.

Let us look beyond which region is first and last. In that report, you will notice that some of the new regions are not doing well in terms of overall scores. We’ve got to leverage areas of weakness to improve on them. So consciously, we must do that”.

Reporting by Caleb Ahinakwah in Accra

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