State branding is a concerted effort, based on the scrutiny that the "brand images" of countries are just as imperative to their success in the global marketplace as those of products and services.
Our writer Zephania Opati says the Brand Kenya initiative is a step in the right direction, and gives invaluable tips on how the best case studies have done it. He warns, government must not allude to a short-term effort. Branding must also separate reason and emotions.
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