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RECONSTRUCTING PUBLIC ATTITUDE TO A CORPORATE BRAND USING ADVERTISING: THE NIGERIA QUESTION

Authors: AJILORE Kolade

Publication Type: Journal article

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Abstract

The focus of this article is the ongoing and rather perfunctory advertising-centred rebranding campaign of Nigeria. After dissecting the two broad components of brand equity, itself foreshadowed by the cognitive consistency theory, the author took a critical look at the approach of the â€˜Nigeria: Heart of Africaâ€™ campaign which smacks of a superficial understanding of the depth of the Nigeria image problem and reflects a vile attempt to erect a veneer over what is perceived a hideous product in the international community. Using six variables as points of anchorage, the article challenged the architects of the â€˜brand Nigeriaâ€™ to adopt a more insightful and enduring strategy that is built on the plateau of political equality, sturdy infrastructural base, and paradigmatic reform as a prelude to a launch.

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AJILORE,K. . (0000). RECONSTRUCTING PUBLIC ATTITUDE TO A CORPORATE BRAND USING ADVERTISING: THE NIGERIA QUESTION , 0 (), 0-0.

AJILORE,K. . "RECONSTRUCTING PUBLIC ATTITUDE TO A CORPORATE BRAND USING ADVERTISING: THE NIGERIA QUESTION " 0, no (), (0000): 0-0.

AJILORE,K. and . (0000). RECONSTRUCTING PUBLIC ATTITUDE TO A CORPORATE BRAND USING ADVERTISING: THE NIGERIA QUESTION , 0 (), pp0-0.

AJILOREK, . RECONSTRUCTING PUBLIC ATTITUDE TO A CORPORATE BRAND USING ADVERTISING: THE NIGERIA QUESTION . 0000, 0 ():0-0.

AJILORE,Kolade , . "RECONSTRUCTING PUBLIC ATTITUDE TO A CORPORATE BRAND USING ADVERTISING: THE NIGERIA QUESTION ", 0 . (0000) : 0-0.

A.Kolade , "RECONSTRUCTING PUBLIC ATTITUDE TO A CORPORATE BRAND USING ADVERTISING: THE NIGERIA QUESTION " vol.0, no., pp. 0-0, 0000.

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