Following the example of Germany, Iceland, Brazil, and Japan, BENIN has adopted a new brand signature entitled "A World of Splendor."
The term "nation brand" used by the Benin government in the minutes of the Council of Ministers meeting on June 12 was coined in 1996 by independent political advisor Simon Anholt to describe how a country's reputation behaves somewhat like the brand image of a company or product.
Far from being limited to tourism, the creation of a country brand can enable the development and implementation of innovative policies and laws, the establishment of modern institutions, the promotion of cutting-edge science and technology, and the provision of innovative products and services and a favorable environment for investment and business.
This is clearly what Benin has been trying to do for several years: encourage the development of new technologies and modernize the country, promote its tourist heritage, while attracting foreign investors.
Even though the subject is complex, there are ways to assess a country's image.
The Anholt IPSOS Nation Brands Index, in particular, is a study that provides an overall assessment of a country based on its performance against the following six criteria:
- Exports – reputation of the country's products and services;
- Tourism – level of interest in visiting the country and its natural and man-made attractions;
- Culture and heritage – value of the country's heritage and interest in its contemporary culture (music, art, cinema, literature, and sports);
- Governance – public opinion on the competence and fairness of the national government, as well as its commitments to global issues;
- Population – global reputation for openness, friendliness, or tolerance;
- Investment and immigration – a country's ability to attract people to live, work, or study there, or to encourage businesses to set up there, as well as the quality of life and business environment offered by the country.
In 2023, Japan, Germany, and Canada occupy the top three spots in the Nation Brand Index. Benin, which was not included in the study, may soon join the 60 countries surveyed.