Harare (New Ziana) –The government on Friday met stakeholders from the various sectors of the economy to brainstorm on the best strategy to rebrand the country as part of efforts to repair its image, which was damaged by years of negative publicity by the Western media.
The Western media went into overdrive vilifying the previous government led by former President Robert Mugabe after it embarked on agrarian reforms that saw it compulsorily acquire land from the white minority for resettling the previously marginalised black majority.
In addition to the negative publicity, many Western governments led by the United States imposed sanctions on the country to force the government to reverse the agrarian reforms.
Addressing the captains of industry and commerce, Information, Publicity and Broadcasting Services Minister Monica Mutsvangwa said the Second Republic wanted the private sector to participate in the initiatives to rebrand the country as it was the engine for economic growth.
“Undoubtedly the private sector is the engine of our growth and has produced significant brands that have placed the country in the global market and made all of us proud, brands that showed our identity and character across sectors,” she said.
The government launched the Brand Zimbabwe Initiative on September 5 this year as part of efforts to repair the image of the country and return it to the community of nations from where it has been isolated for many years.
Mutsvangwa said the Second Republic took a deliberate policy to open itself to the world with policies that attracted investment in order to rebuild the economy which has been battered by years of illegal sanctions.
She said since assuming office, President Emmerson Mnangagwa has been working resolutely to change the bad perception that the country had been portrayed in for many years, and the time had come for everyone to play a part.
“I am happy that we have reached a point where we are inviting the full participation of everyone including the private sector,” she said.
The rebranding exercise, she said, provided an opportunity for stakeholders to critically examine their strengths and weaknesses, recognise and celebrate their resilience in adversity and diversity.
Branding would strengthen the unity, social cohesion and identity as Zimbabweans and restore national pride, Mutsvangwa said.
“The pride to share our “Made in Zimbabwe” products, our arts, music and literature,” she said.
Mutsvangwa said the desire by the government to work with everyone in rebranding the country was in line with the mantra of Leaving no one and no place behind.
New Ziana
