Image Re-branding in a Fragile State: The Case of Nigeria

Abstract

In today’s globalized world, nations are increasingly concerned about how they are perceived by their publics, often carefully planning and executing policies to maintain a positive identity or shed a negative image. While some countries are able to execute nation branding, others are not. Using the Nigerian experience as a case study, this article shows how the character of a state can undermine its capacity for successful nation branding. We argue that countries are judged not just by what they say but also by what they do.