ABSTRACT
South Africa and Ghana are prototype countries to discuss how African countries might leverage on effective country branding. The recognition of the valuable role branding can play in the life of the organization has spilled over into country branding, and is partly responsible for the developing interest of nation-states in branding. The potential contribution towards the development of tourism and the strategic role branding can play in attracting foreign direct investments to the relevant sectors of the economy on the path of development partly account for the increasing interest. Country branding should also be viewed as an integral part of foreign policy and as a vehicle for achieving specific objectives. Different African countries may be faced with different challenges in their efforts at branding. What appears to be a predominant commonality for the majority is the negative image: Underdevelopment, hunger, corruption, and poor leadership, among others. Each country will have to work to resolve these challenges, and above all, BoPM countries in Africa should individually seek to brand depending on their strengths, be they political, historical, ecological, or product and service capabilities.
