Abigail Arthur
Out of the nine parameters used in the ranking, the Ashanti
region registered its strongest performance in culture and heritage, local
tourism and its local people.
The parameters included Local People; Culture and Heritage;
Local Governance; Local Tourism Assets; Peace and Security; Investment Climate;
Natural Environment; Built Environment /Infrastructure and Local Economic
Climate.
This was made known when the Chartered Institute of
Marketing, Ghana (CIMG) launched the RBI report in Accra last Thursday.
Regional brand is the sum total of all the perceptions of a
region, in the minds and hearts of its publics. These perceptions include its
people, places, culture, language, history, food, fashion and famous
personalities.
Mr Isaac Gwumah, Lead, RBI Report, said the Ashanti region
was followed by Greater Accra, Eastern and Central regions (in decreasing
order) and the four regions made up the top quartile of the ranking.
"Although Greater Accra emerges second in the overall
rankings, it obtains highest scores on culture and heritage, local tourism,
investment climate and its local people."
"The lowest ranked region brand is Ahafo, and it
obtains the lowest scores across all parameters evaluated. The four regions in
the lowest quartile of the ranking: Oti, North-East, Savannah and Ahafo (in
decreasing order) are all newly created regions," he stated.
National President CIMG, DrKasser Tee said the report was to
unearth and highlight the economic and tourism potentials of each of the 16
regional brands in the country.
"The aim was, among other things, to complement and
reinvigorate government's original Brand Ghana agenda, and to contribute to
giving meaning to Ghana's "Year of Return" as well as "Beyond
the Return," he added.
He stressed that the CIMG had resolved to create mass
awareness about the existence of the 16 regional brands and, later, the 261
Metropolitan, Municipal and District Assembly brands, all classified as sub-brands
with distinct and unique potentials for attracting patronage to boost their
local economies.
"A good knowledge of how the 16 regions are ranked,
against these parameters is a great marketing asset, as they serve as the
needed catalysts for development at the regional or local level. These are, of
course, good pointers to investors seeking opportunities in the various regions
of Ghana," he added.
He revealed that the RBI was inspired by Simon Anholt, who,
in 2005, developed the concept of the Nation Brands Index, adding that he was
recognised as one of the world's leading authorities on the branding of
countries, regions and cities.
Dr Tee said these regions needed to consciously and
deliberately put forward what they had to offer by identifying their areas of
strengths and made it attractive for people to patronise them.
"To gain a better reputation, a regional brand must
overtly and covertly communicate to its audience, how good the region is. This
is how to build strong and resilient regional brands," he added.
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