The Chartered Institute of Marketers (CIM) Malawi chapter says it is working with the Ministry of Trade, Industry and Tourism to formulate a strategy that will be used as a blue print in implementing its proposed ‘Brand Malawi’ campaign which is aimed at promoting Malawi as a viable business brand to the world.
CIM Malawi vice president Timothy Ngwira said in an interview that the strategic plan will help to coordinate efforts towards the line that will be used to promote the country to the outside world.
Ngwira said the recently inaugurated Buy Malawi Strategy will help to complement efforts of finding a competitive advantage for the country and he said CIM has launched a search to find a unique traditional design for the country to support the directive made by President Peter Mutharika to have all civil servants wear traditional garb on Friday’s.
“We are working with Mapeto David White Head and Sons to design a cloth that will promote Malawian identity and we will also conduct a competition to find a winning design that represents the Malawian culture,” he said.
In an earlier interview Ngwira said the success of the campaign depends on political will from government to support efforts by the group to build a national brand that sets Malawi apart from the rest of the world.
Ngwira said since the project carries national implications, it cannot take off without approval and support from the government.
Some of Malawi’s unique features like the Chambo fish and Kilombero rice could be included among the country’s competitive advantages in the plan, said Ngwira.
South Africa and Kenya are some model countries in Africa that have successfully attracted international business by creating brands based on their competitive and comparative advantages as countries.