The 123-page book, which examines Nigeria’s image crisis, rebranding efforts and reactions to it, will be presented in Lagos in January.
Yusuf, a doctoral student of Public Affairs and Administration, Walden University, notes in the book that the rebranding campaigns are rather cosmetic and that government needs to address issues that gave rise to the image crisis in the first place.
He explains that a brand must be able to deliver on its promises and wonders if Nigeria as a brand has delivered on its promises of being a great nation.
The failure of government to deliver on its promise to Nigerians, he says, explains the skepticism with which the rebranding programmes of past and successive governments have been received.
He also examines the Change Begins with Me efforts of the President Muhammadu Buhari administration, noting that it is commendable and worthwhile.
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