| dc.description.abstract | Kenya had been a peaceful country and a tourist hub until August 1998 when the United States of America embassy was hit by terrorist killing about two hundred and fifty (250) people and the subsequent terror attacks on both Kenyan citizens and foreigners. Kenya now faces an uphill task as it grapples with terrorism within her borders and war against corruption, organized gangs such as Mombasa Republican Council (MRC) in Mombasa, clan wars in North Eastern region, Turkana and Pokot ,Tana River region and the 2007/2008 post elections violence which marked the country as insecure leading to several countries USA included to issues numerous travel alerts and advisories to their citizens against visiting Kenya. The tainted international image of Kenya caused by these factors, a new era of public diplomacy and nation branding initiated in 1998 to redeem the bad image. Nation branding is a relatively new concept that many countries are adopting to improve their image internationally while focusing on their national interest. The study based its arguments on the neoliberalism theory authored by Joseph Nye and which refers to soft power. It is for this reason that this study attempts to extensively examine the branding activities through strategies and tools that Kenya has undertaken through the Brand Kenya Board as well as other institutions. Following a review of the relevant publications and materials, the following were the study findings. Kenya adopted varied strategies to build its image as a brand. First, was the establishment of key institutions targeted at enhancing nation branding such as BKB, KTB and EPC. With varied specific roles, these institutions have employed a number of tools ranging from running marketing campaigns through exhibitions, road-shows, participation of global or international expositions, vibrant internet advertisements. In addition, there was the adoption of International Cultural Relations policies that promoted public participation in public diplomacy. However, there were a number challenges that hampered the branding initiatives including, funding constraints, fast technological developments; lack of adequate skilled personnel and lack of comprehensive branding policies as well as a coordinated branding framework. The tourism sector’s vulnerability to global economic and local political developments was also noted as a major challenge to the achievement of a strong brand Kenya. The study recommends that Kenya should consider developing a clear branding policy for the country that ensures adequate allocation, timely disbursement and efficient use of resources in public diplomacy and nation branding. | |
