To survive in the competitive global market, nations are engaging in “nation branding”, and the concept is increasingly becoming a priority for many governments. It encompasses marketing techniques and strategies that a nation uses to improve, enhance and strengthen its image and reputation globally.

The Zara T-shirt called the “Sheriff” went on sale online at 2 a.m., London time, on Wednesday.  Within a few hours, it had sparked a social media outcry, with many Twitter posts accusing the clothing company of anti-Semitism — or at least a large measure of insensitivity. The shirt, meant for children, bore a striking resemblance to the top of a Nazi concentration camp uniform.

In this respect, MTN Rwanda has supported and promoted the development of sports. This year alone the company sponsored the '2012 Peace Cup' soccer tournament was at the tune of Frw 51.4 million. It also supported local musicians through its involvement in the annual 'Salax Music Awards.

Thus post-conflict, there needs to be concentrated efforts to either reintroduce or reemphasize the representations of the best of that society. By doing so, economic and social recovery can be hastened by the benefits of increased country brand awareness.