ABSTRACT
In a globalised world, the race for foreign direct investment is becoming very competitive, especially in Africa. However, the continent still suffers from a negative image. In this regard, the use of place branding has grown significantly, with many nations engaging the services of consultants and specialists to define strategies aimed at improving their image and profile. This chapter presents the case of Benin, in West Africa, which has recently launched the “Revealing Benin” programme. This programme shows that in a low-income country such as Benin, while nation branding is seen as an important tool for cultural and tourism promotion, it is closely linked to the more general issue of economic development. This chapter investigates a case that is undercommented in the literature and provides insights that could be used to study other countries and regions in sub-Saharan Africa.
