Branding Ethiopia

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Branding Ethiopia: Opportunities and Challenges

Research Proposal
Presented to
Graduate School of Business Leadership
University of South Africa /UNISA/

In partial fulfillment of the
Requirements for the
MASTERS DEGREE IN BUSINESS LEADERSHIP
By
GETU KEBEDE KIDANE
(43089488)
Study Leader
JH VISSER
July 2010
Addis Ababa, Ethiopia

TABLE OF CONTENTS
1. INTRODUCTION AND BACKGROUND OF THE STUDY1
1.1. Introduction
1.2. The Ethiopian Contextual Background
1.3. Research Objectives
1.4. Statement of the Problem and Sub-Problems
1.5. Research Propositions
1.6. Delimitation of the Study
1.7. Importance and Potential Benefits

1. THEORETICAL CONCEPTS AND FRAMEWOEKS12
2.1. Theoretical Concepts Underpinning the Study
2.2. Relevance of Conceptual Frameworks

2. LITERATURE REVIEW25
3.8. Country Branding Concepts
3.9. Country and Destination Branding Trends
3.10. Other Countries Country Branding Experience
3.11. Best Practices
3.12. The Ethiopian Context: Opportunities and Challenges

3. RESEARCH DESIGN & METHODOLOGY36
4.13. Research Methodology
4.14. Research Design
4.15. Sampling Frame
4.16. Measuring Instruments
4.17. Data Analysis Techniques
REFERENCES
APPENDICES

GLOSSARY OF TERMS
Abyssinia:The ancient name of Ethiopia
Amharic:One of the local languages of Ethiopia and the working language of the Government of Federal Democratic Republic of Ethiopia Brand: Product or service plus value that differentiates it from the competition Country:In this research wherever it is not clearly mentioned, Country is meant to be the country in the case study; i.e., Ethiopia Gilada Baboun:A species of monkey, endemic to Ethiopia only Walia Ibex:A highland goat like animal, only found in Ethiopia and under the threat of extinction (believed to be below 400 in population) Pan-African:Related with Pan-Africanism which is a sociopolitical world view philosophy and movement which seeks to unify native Africans and those of African heritage into a “global African community” Rastafarians:Followers of the Rastafarian movement which is a way of life that arose in a Christian like culture in Jamaica and worship former Emperor of Ethiopia (Emperor Haile-Selassie I) which spread in the world through the reggae music Rebranding: Reborn of a brand

Sabean:related to the land of Sheba used in same way as “Queen of Sheba”, the ancient land of Ethiopia used to be known as Saba.

ABBREVIATIONS
AU:African Union
asl: above sea level
CB: Country Branding
CIA: Central Intelligence Agency
COMESA:Common Market for Eastern and Southern Africa
COO: Country-of-Origin
ECA:Economic Commission for Africa
FDI: Foreign Direct Investment
GDP: Gross Domestic Product
GNI: Gross National Income
IGAD:Inter-Governmental Authority on Development
LDC:Least Developed Countries
MW: Mega Watt
NEPAD:New Partnership for African Development
RP: Research Problem
UN:United Nations

CHAPTER ONE

1. BACKGROUND OF THE STUDY

1.1. Introduction
“… the Ethiopians slept near a thousand years, forgetful of the world by whom they were forgotten”
-Gibbon, quoted by Greenfield (1968)

The above quotation is taken from the famous phrase made by Edward Gibbon in his book entitled “The Decline and Fall of The Roman Empire” published in London in the year 1788 and quoted by many history books written about Ethiopia. One might be curious and ask “how far the Country has changed to reverse the above situation after nearly 222 years have passed?” The saddening and surprising but truthful answer is “not much” which supports the claim for the necessity and importance of the study topic undertaken by this research; i.e., “Branding Ethiopia”.

1.2. The Ethiopian Contextual Background

As...
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