Excitement as CIMG launches maiden Ghana Regional Brand Index Report

By our News Team | 2023

Regional brand survey, involving all 16 regions of Ghana, aims to unearth and highlight the economic and tourism opportunities in each area.

The Chartered Institute of Marketing, Ghana (CIMG), has officially unveiled the Ghana Regional Brand Index (‘CIMG-RBI Report 2022’). The event, held at the Labadi Beach Hotel in Accra, took a hybrid form and attracted an audience from across Ghana and the continent of Africa.

‘CIMG-RBI Report 2022’ is the culmination of a well-researched regional brand survey which was conducted last year, involving all 16 regions of Ghana, to unearth and highlight the economic and tourism potential of each regional brand.

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Amidst fanfare, Professor Kweku Appiah-Adu (extreme right) launches the Ghana Regional Brand Index Report 2022. Photo courtesy CIMG

In his welcome address, the National President of the CIMG, Dr Daniel Kasser Tee, said the aim was, among other things, to complement and reinvigorate government’s original Brand Ghana agenda.

The report also contributed to giving meaning to Ghana’s ‘Year of Return’ and ‘Beyond The Return’ programmes, a homecoming package that aims at attracting Africans in the diaspora to keep patronising Ghana as a home and as the ultimate tourism and investment destination.

“The CIMG aims 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,” Dr Kasser Tee added.

Key pillars for the study are measures deemed to be of value to local and international visitors, whether tourists or business travellers.   

Dr Winfred Nelson, Director of the Development Coordination Division at the National Development Planning Commission, and Chairman for the occasion, applauded the CIMG for setting the pace and highlighting the strengths of the regional brands through this research. 

Used in national development planning efforts 

“The beginning may not be clear, but at the end it will be beautiful because we are going to use it in our national development planning efforts,” he said, emphasising the commission’s readiness to partner with CIMG in all its research projects.

Delivering a message on behalf of the Honourable Minister for Foreign Affairs & Regional Integration was Ambassador Mrs Hannah Nyarko, Coordinating Director, Political & Economic. 

She expressed delight with the launch of the ‘CIMG-RBI Report 2022’, stating that “one of Ghana’s cardinal foreign policy objectives is the promotion and protection of the interest of Ghana abroad”.

“We promote Ghana as a preferred investment and tourism destination. We look for a market for Ghanaian products. And in so doing, we mostly engage the Ghana Investment Promotion Centre, the Ghana Export Promotion Authority, the Chamber of Commerce, the Ministry of Tourism, and other institutions. We are happy that, with this study, we will have a source of reference to use in our work,” Mrs Nyarko added.

Launching the ‘CIMG-RBI Report 2022’ was Professor Kweku Appiah-Adu, Head of Delivery, Monitoring and Evaluation at the office of the Vice-President. 

He indicated that he is looking forward to collaborating with CIMG in diverse ways, adding that he was impressed with the research and the quality of data gathered, as data is integral to the presidency’s agenda of digitalisation.

Data, research findings, and the ability to use the data effectively for decision making would be the gamechanger in Ghana’s efforts to become digital, Professor Appiah-Adu believed.