The event is supported by the BBC, Africa Investor, africapractice, the Ghana Chapter of the IAA, Business Day, Business World and Publicis Ghana at the at La Palm Royal Beach Hotel in Accra, Ghana.
Simon Anholt, an expert on managing and measuring national identity and reputation is lead the event. Anholt plan to explain how having a positive image a substantial difference to a country, city or region, just as it does for companies and their products. Simon Anholt first coined the concepts of “nation brand”, “city brand” and “place brand” twelve years ago.
Simon Anholt is a member of the British Government’s Public Diplomacy Board and has advised governments of other countries, as well as organisations including the United Nations, NATO and the World Bank.
Using global research evidence gathered over many years, Anholt will examine strategies that will enable African countries to create new opportunities for its businesses and people.
The course is basd on the current worldview of many African nations which is bound up in the image of Africa itself – a reputation often tainted by crisis and upheaval. But as this reality changes for many successful and dynamic African countries, the need to build positive associations has never been greater and the opportunity for Africa is clear.
The Simon Anholt Masterclass aims to provide a clear understanding of the strategies required to change the brand image of African nations, to overturn misconceptions, and to achieve lasting positive associations.