Recently, local media reported a campaign by the Private sector Foundation to promote the ‘proudly Ugandan’ brand. This initiative has been supported in various ways by the Uganda Manufacturers association (UMA), as well as the Kampala City Traders Association (KACITA).
Whereas this new effort must be commended, it is important to find out whether its architects have learned lessons from previous ‘country branding’ initiatives. In the search for a brand identity, Uganda has sold its wares under the fashionable label, “Uganda – the Pearl of Africa”. Other less famous ones include “Uganda Gifted by Nature” and so on. It is important to note that a country’s brand value represents the collective value of local and foreign brands operating in the Ugandan market place. This means putting alot of emphasis in developing, nurturing and protecting the finest Ugandan brands.
Public institutions therefore must rally behind businesses to protect their brands through supporting passage of a new trademarks law as well as empowering institutions like the Uganda National Bureau of standards to fight counterfeits. The debate about what slogan to use in order to sell Uganda should continue to bring all interested parties in the public and private spaces on the same table. In the absence of this, Uganda will not be able to effectively sell itself as a durable brand in the cutthroat world of international commerce. The East African Community(EAC), Common Market for East and Southern Africa (COMESA) and the World Trade Organisation(WTO) all provide tremendous opportunities as well as risks to the ’sovereignty’ of local brands. The earlier we get our act in order the better for Uganda.
